Internet Support to Marketing


Market Research

  1. Market information
  2. Competitor information
  3. Customer information
  4. Miscellaneous information
  5. Collect saving ideas

Database Building

  1. World-wide club
  2. Dynamic relationship marketing

Customer Service

  1. Self-servicing customers
  2. Self-service customer abuse
  3. Self-service cost savings

New Product Development

  1. Collecting new ideas
  2. Tailor-made products
  3. Accelerating new product development

Internal Communications

  1. Intranets
  2. Extranets

Cost Reduction

  1. Print and distribution
  2. Phone calls
  3. Customer service
  4. Collecting cost-saving tips
  5. Revenue generation

Distribution

  1. Products
  2. Services
  3. Purchases

Selling

  1. Few fairytale  sales stories
  2. New markets
  3. Small value, big turnover
  4. Sales management tool

Promotion

  1. Have a presence
  2. Interactive advertising creative sponsorship
  3. Sales promotions
  4. Public relations
  5. Database marketing

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

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An Integral Element of Management


Communication is regarded as an integral element of management. In many companies it is almost impossible to find a manager who has not been on a communication skills course. Corporate speeches extol the importance and virtues of communication, and statements of corporate values highlight the need for openness, integrity and trust.

Never before has so much been invested in the technology of communications. Companies are spending large amounts on intranets and other channels of internal communications. They are advised by some of the brightest minds of the younger generation, who have flocked to join corporate communications consultancies.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Information: The Corporate Power


The explosion of the general public’s use of the Internet or World Wide Web was mirrored by business. In the 1990s, business connections to the Internet increased from 1,000 firms to an estimated 21,000 or more by 1996. Experts predict this growth to increase rapidly into the year 2000.

The Internet can provide firms with many advantages. For example, developing a marketing strategy that relies on the Internet can benefit firms by replacing electronic mail systems, providing a global reach to customers, selling products and services in cyber space, and creating on-line databases, media lists, and other marketing tools. Firms discovered that customer service was enhanced with the Internet.

Use of the Internet became one of the hottest new strategies in the securities trading industry. Brokers had more information available to them to assist their clients since resources were available electronically. In addition, Internet-based brokers can be reached anytime from any computer with a secure Web browser, making them more accessible to their clients.

Paperless libraries dramatically changed the way information was stored and significantly reduced costs to businesses. Rather than printing information on paper, firms documented information on CD-ROMs, videodiscs, and the Internet, where it was stored and retrieved at less cost.

Supplementing the Internet as a communication tool are intranets, private or limited information network systems cordoned off from public access by software programs called firewalls. The corporate use of intranets exploded as companies found that these information communication systems were very expensive.

Satellite imaging was another technological advancement that showed promise for integrating technology into business. For decades, governments used satellite imaging to spy on their enemies. In the 1990s, companies were finding other uses for this technology.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Intranets


Not all Websites are available to anyone cruising the Net. Some are reserved for the private use of a single company’s employees and stakeholders. An intranet uses the same technologies as the Internet and the World Wide Web, but the information provided and the access allowed are restricted to the boundaries of a company-wide LAN or WAN. In some cases, suppliers, distribution partners, and key customers may also have access, but intranets are protected from unauthorized access through the Internet by a firewall, a special type of gateway that controls access to the local network. People on an intranet can get out to the Internet, but unauthorized people on the Internet cannot get in.

Possibly the biggest advantage of an intranet is that it eliminates the problem of employees’ using different types of computers within a company. On an Intranet, all information is available in a format compatible with Macintosh, PC, UNIX-based computers. The need to publish internal documents on paper is virtually eliminated because everyone can access the information electronically.

Besides saving paper, an intranet can save a company money in the form of employee hours. Employees can find information much faster and more easily by using a well-designed database on an intranet than by digging through a filing cabinet or card catalog. Some of the communication uses companies have for intranets include updating policy manuals, posting job openings and submitting job applications, accessing martketing and sales presentations from anywhere in the world, updating and managing employee benefits, accessing company records and databases, collaborating from anywhere in the  world to develop new products, scheduling meetings, setting up company phone directories, and publishing company newsletters. In fact, just about any information that can help employees communicate is a good candidate for an intranet. As video and audio technologies progress, you can expect to see more multimedia applications on intranets as well.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Lectures, Line of Sight

Creating an Integrated Marketing Communications Program (IMC)


a)        Use zero-based budgets. Most companies use incremental approaches in allocating promotional budgets. A preferred approach is the objective and task approach. Start with a zero budget and force all promotional managers managers to justify their investment.

b)        Focus primarily on current customers. Many organizations direct 80% or more of their advertising and selling effort activities to trying to win new business (conquest marketing).  An Integrated Marketing Communications (IMC) program recognizes the importance of retention marketing and inverts that ratio so that a majority of the promotional activity is earmarked for relationship building with existing customers. This reduces customer defection, upgrades business relationships, and creates advocates for the firm’s services.

c)        Use highly targeted mass promotion. Direct mail, specialized lists, trade publications, and the Internet can be used effectively to reach prospects rather than suspects. A website has become an indispensable marketing technology for 21st century companies. It has evolved into a one-stop, online corporate information source, customer support tool, distribution channel, order taker, product catalog, price list, promotional vehicle, research technique, segmentation source, and a strategic and tactical marketing differentiator.

d)        Build marketing relationships. Strategic partnering is a major part of a good IMC program. In addition to Internet and intranets (protected corporation information resource centers), progressive companies are creating extranets which link an enterprise’s extended family of suppliers, distributors, retailers, and partners. Hence, customer, channel, referral, and stakeholder relationships can all be nurtured through carefully conceived promotional efforts.

e)        Note that everything an organization does send a message. Image and atmospherics are very important in communicating value to customers. The little things, such as stationery, signage, telephone greetings, and website design, etc., should all reflect professionalism and a consistent message to the marketplace.

f)          Two-way dialogue is key. In an over-communicated society, the marketing challenge is to establish a meaningful dialogue with customers as to how the firm’s service mix can provide maximum benefits/value. Interactivity and involvement on the part of the customers is important for sharing information and creating firmer bonds. The Web is an ideal medium to accomplish this objective. Its selectivity and flexibility create a customized business experience for each user.

g)        Use 21st century communication technologies. In today’s changing marketplace, companies must seek new and better ways to stay in touch with their target markets. Appropriate communication options include e-mail, electronic commerce, fax-on-demand, telemarketing, point-of-sale promotion, special events, multimedia, etc.

h)        Measure promotional effectiveness. Traditionally, advertising executives competed with sales managers for their “fair share” of the corporate promotional budget. Today, management requires accountability and demands to know and justify the return on investment of limited resources—they will no longer accept the non-measurable communications methods used by marketers in the past. A marketing information system/database is the key tool for effectively monitoring and measuring the success of an IMC program. As part of this process, job descriptions and reward systems are likely to be redesigned. In a strong IMC-centered environment, in-house competition is replaced with cooperation and teamwork. Joint rewards help the organization do what is best, rather than just project individual turfs.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Intranet


Unlike the public Internet, Intranet is a private network inside the organization that uses the Internet Protocol (IP). Intranet is for internal use only. Firewalls keep unauthorized Internet traffic off an Intranet. Thus, organizations can have web servers available only to employees. An Intranet may not actually be an Internet it may simply be a network.

Usually not connected to the Internet, the Intranet’s general purpose is to share private (or confidential) information across an organization or department. It is rapidly gaining popularity due to its open standards, thus allowing information stored on unlike servers to be found. The users of the Intranet can exchange electronic mail (email), send files (ftp), browse web (WWW) pages, and connect to any other computer (telnet).

Web site hosted on a local network is not accessible by anyone outside the network. Intranets work just like public Web sites. Offices can include any text, graphics, and hyperlinks it chooses. Intranets can also provide access to external Web sites, even though external users cannot access the intranet. Secure intranets are now the fastest-growing segment of the Internet because they are much less expensive to build and manage than private networks based on proprietary protocols. Without Intranet computers are just useless boxes.

Intranet needs to be included in all your training programs and also used as a structure, which other departments can follow

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight