2. Introduction
● Since the beginning of commerce,
businesses have needed a way to
promote their goods and services
● For centuries the only way was through
word of mouth recommendation by a
satisfied customer
● Advent of printing, radio, television, and
internet meant new tools became
available for promotion of goods and
services
3. Technology Makes us a
Marketing Tool
● Businesses rely on satisfied customers
to recommend them to others and grow
their customer base
● Technologies such as mobile phones,
social media, and customer relationship
management systems greatly affect the
way companies communicate with
prospective customers
4. The Professional
Reviewer
● With the development of current
technologies, it became possible for the
person making the review to reach a
much wider audience
● Realizing the power of recommendation,
marketers began to use celebrity
endorsement as a way to promote their
products and services
6. Technology Makes us a
Marketing Demographic
● Traditional media broadcasts out to a
large number of people and marketers
hope that at least some of them will be
interested in their product
● Marketers get improved results by
focusing on the demographic that is
most likely to be interested
● For example small economy cars are
more appealing to young adults than
middle aged people with children
7. ● A marketing target is someone who is
highly likely to be interested in the
product or service being marketed
● Targeted marketing provides a higher
success rate in getting the right
message across to the right audience
● Money is not wasted on advertising to
people who will never be interested
Target Marketing
8. ● In the digital age marketers have more
information on the population than ever
before and more easily able to put
individuals into categories
● Because they assume everyone in each
category is the same their message is not
effective for all individuals but it is far more
accurate than broadcasting to the general
population
● For example not all women 25-35 years old
need baby supplies but many more of them
do than people in older age categories
9. ● Ideal marketing targets have already
expressed their interest in products and
services similar to the ones being
promoted
● Search engines track users searches by
recording all activities and websites
visited
● For example a customer browsing books
for sale by an on-line retailer may be
given recommendations on books be
the same author or genre
10. Analysis of Data
● The technology of the digital age has given
marketers vast quantities of data about our
transactions, behaviours and tastes
● Small pieces of information from web
searches, on-line purchases, sites visited,
reward program memberships, digital
coupons, cash register transactions can be
used to profile an individual for targeted
marketing
● Computing power now allows detailed
analysis of this data to craft increasingly
targeted marketing messages
11. Negative Effects
● Violating people’s privacy and exposing
them to fraud and identity theft
● Encourage people to not use certain
websites if it annoys them
● Laws have not kept pace with the
technology and cyber-crime is a serious
problem in our society
● Malicious people have the ability to send
out a message to a large audience and
encourage them not to purchase a
company's goods or services
12. Positive Effects
● The business will save on promotional
costs and grow its sales by focusing on and
reaching an interested audience
● The customer may benefit from discount
offers and are presented with opportunities
they may not otherwise have known about
● For example a consumer who buys a digital
download of musicians’ album will likely be
grateful to be sent targeted messaging
about the musician’s upcoming concert
appearance in a nearby city
