The document discusses the roles of information technology and marketing teams at Penn State. The IT team supports business applications for students, faculty and staff, while the marketing team handles website development, advertising campaigns, and graphic design. The document then outlines how information technology has led to faster and more cost-effective marketing methods, including customer relationship management (CRM), digital marketing, internet marketing, and mobile marketing. It provides examples of how various IT tools are used to support marketing functions.

1. TOPIC
INFORMATION
TECHNOLOGY AND
MARKETING

2. INFORMATION TECHNOLOGY
The Information Systems team supports and
enables the staff of Auxiliary & Business Services to
further the overall mission of Auxiliary & Business
Services and Penn State by providing and
supporting quality business applications that are
easily accessible and serve University students,
faculty and staff.

3. MARKETING
The Marketing team provides marketing and
communications services to all units within A&BS.
Additionally, we work on a variety of projects for the
Finance &Business Central Office.

4. PROVIDE MARKETING SERVICES
 Website development and maintenance.
 Advertising and communication campaign planning,
development, and execution.
 Graphic identity package development.

5. ROLE OF IT AND MARKETING
Marketing is an organizational function and a set of
processes for creating, communicating and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders.

6. SCOPE OF IT IN MARKETING
 Information Technology led to birth of fast
and effective (cost and impact) marketing .
 Scope of Information Technology in
Marketing is defined by the following
marketing methods.
• CRM
• DIGITAL MARKETING.
• INTERNET MARKETING.

7. CRM
 Customer relationship management(CRM) is a term
applied to processes implemented by a company to handle its
contact with its customers .
 CRM software is used to support these processes, storing
information concurrent and prospective customers.
Information in the system can be accessed and entered by
employees in different departments.
 CRM is not just a technology but rather a comprehensive,
customer-centric approach to an organization's philosophy of
dealing with its customers. This includes policies and
processes, front-of-house customer service, employee
training, marketing, systems and information management.

8. CRM AND IT
 Customer Touch Points are vital since each business has
marketing orientation and focuses upon the customer current
and future needs. This is the interface between organization
and its customers.
 Applications are essentially the software that support the
process. Incidentally, this is what some would call CRM - but
we know better. Applications serve Marketing (e.g. data
mining software and permission marketing).
 Data Stores contain data on every aspect of the customer,
and the Customer Life Cycle (CLC). For example, an
organization keeps data on the products you buy, when you
buy them, and where they are sent.

9. DIGITAL MARKETING
 Digital Marketing is the practice of promoting products and
services using digital distribution channels to reach
consumers in a timely, relevant, personal and cost-effective
manner
 Digital Marketing is achieving marketing objectives through
use of electronic communications technology
 It is further subcategorized on basis of communication
channels.
 INTERNET MARKETING.
 MOBILE MARKETING

10. DIGITAL MARKETING MODELS
 Pull
Pull digital marketing technologies involve the user
having to seek outland directly grab (or pull) the content.
Web site/blogs and streaming media (audio and video)
are good examples of this. In each of these examples,
users have a specific link (URL) to view the content.
 Push
Push digital marketing technologies involve both the
marketer (creator of the message) as well as the
recipients (the user).Email SMS,RSS are examples of
push digital marketing. In each of these examples, the
marketer has to send (push) the messages to the users
(subscribers)in order for the message to be received.

11. INTERNET MARKETING
 Internet marketing is the process of growing and
promoting an organization using online media.
Internet marketing does not simply mean building a
website or promoting a website.
 It includes advertising products, services, public
relations, social media, market research, email
marketing, and direct sales.

12. MOBILE MARKETING
The ability to reach a specific target
audience.
Information about how the user
responded to a marketing message.
Proof that a message has been
received by the user's handset.

13. MOBILE MARKETING TOOLS
 Mobile Marketing via SMS.
 Mobile Marketing via MMS.
 Mobile Web Marketing.
 Mobile Marketing via Bluetooth

14. HOW TO USE IT IN MARKETING
Marketing is all about getting messages in front of
potential consumers in appealing ways that have
the potential to influence purchase decisions. Doing
so in the 21st Century requires the use of various
information technology tools.

15. BLOGGING
Many marketing professionals are involved in
setting up and managing blogs for their companies.

16. COMPUTERIZED PRESENTATIONS
Marketers are often responsible for creating
computerized sales and marketing presentations
using PowerPoint or other applications.

17. CUSTOMER RELATIONSHIP MANAGEMENT
(CRM)
Systems: Companies often use sophisticated CRM
software applications to keep track of all types of
customer contact, including sales calls,
presentations, purchases, complaints etc.

18. EMAIL COMMUNICATION
Marketing professionals rely heavily on one-on-one
email communication in order to accomplish their
work. Email communication is quite common with
customers, prospects, coworkers, member of the
media and others.

19. EMAIL MARKETING
Many companies rely heavily on email marketing as
a way of attracting new business and building
relationships with current and past customers.
Marketers are often responsible for building and
maintaining an email marketing database as well as
creating e-newsletters and email advertisements.

20. GRAPHIC DESIGN SOFTWARE
Marketers who are involved in designing
advertisements and collateral materials, such as
brochures and newsletters, for their companies are
expected to be well versed in the use of graphic
design software applications like In Design,
Photoshop etc.

21. SOCIAL MEDIA
With so many companies incorporating social
networking into their promotional efforts, marketing
professionals need to be well versed in the use of
popular social media technologies as tools for
attracting new business and building customer
relationships.