Phân tích ảnh hưởng của công nghệ tới hoạt động marketing hiện nay

Phân tích ảnh hưởng cơng nghệ tới hoạt động marketing Contents I Openning The 21st century is the digital century How you see digital development? Those of us who are not watched TV? Those of us who don’t listened radio, those of us who not know the internet, mobile phone, tablet, laptop ? And how have the strong development of digital technology, information technology impacted us? What are the brands of toothpaste, shampoo, soap we wake up and use every day? We watch Samsung or Sony TV? We use phones of Nokia, Samsung, Apple or Blackberry ? Even when we eat, we also choose food, drink that we see as the most trusted such as coca cola, Pepsi, KFC, McDonald All of these are the impact of technology on us particular it is marketing technology II Analysis Marketing: Concept, role and position of marketing in business At first, Marketing appeared through discrete behaviors associated with the exchange of certain situations Thus it can be said Marketing appearance associated with the exchange of goods But that does not mean that marketing appears simultaneously with the appearance of exchange Marketing only appeared when exchange in a state or in certain situations: either the seller must try to sell the goods, or the buyer must try to buy goods This means that exchange situations makes marketing occur is when people have to compete to sell or buy Thus, the underlying causes that appear Marketing are competition In practical, Marketing behavior appeared clearly from the background of industrial development, promoting increased production and supply of goods exceeds demand trends Then traders are forced to find better ways to consume goods The process of searching for better solutions promotes the 1|Page consumption of goods to make marketing activities grow and is the basis for forming a complete science - Marketing Marketing term was first launched in the U.S in the early twentieth century It is spread to Europe, Asia, and in Vietnam in the 1980s Marketing derived from the word "market" means in English is that fair or market "Ing" form means approach, so marketing is often misunderstood as marketing To avoid confusion, the marketing term generally doesn’t change, doesn’t translated Traditional Marketing Used to indicate the Marketing skills applied in the early stages Characteristics of the market during this period: - Undeveloped production, limitation of market range, the number of suppliers, market controlled by sellers; - Scope of Marketing is only confined in commercial areas to search markets for consuming available goods or services; - Sales philosophy: sell what manufacturers have targeted maximum profit for the seller Modern Marketing: - Characteristics of the market after World War 2: - The economy growth at a high speed - Scientific and technological progress is rapid - Fierce competition - Volatile commodity prices - Consecutive surplus occurred continuously - Many business risks - The role of buyers became more important (result) The scope of activities of modern Marketing is wider Marketing modern market is considered the most important stage of the process of reproduction goods Needs and tastes of consumers are the decisive factor of business production processes Philosophy of Modern Marketing is "selling what the customer needs." The goal of modern marketing is profitable for the sellers, the manufacturers through to satisfy the highest demands of buyers and consumers Role of Marketing in Business Marketing decides and coordinates the activities connected business production activities of enterprises to business market Ensure that business activities of enterprises are in market direction; get to know the market, the 2|Page needs and desires of the customers as the firmest prop for all business decisions The impact of information technology & communication to modern marketing Whereas before, businesses mainly used traditional marketing methods such as mass media advertising, brochures to promote their products, but now, before the development trend of the technology, there are many unique ways applied Recently, in a number of "drinking places" in Hanoi, there are many beautiful girls involved in marketing new beers in Vietnam market It seems that customers will ignore with beer marketing in beer halls that were too boring, but on the contrary, they were very excited to welcome The reason is simple, these girls introduce beer in tablets, not paper and catalogs as before Coming in front of guests, marketing staff just glides onto the tablet is information and photos of products appeared Some customers like it because they prefer modern and so unique marketing Meanwhile, in some large restaurants, traditional menu has been replaced by tablet computers Accordingly, the staff will bring a tablet with currently available food and drink menus, prices, and images to the customers The language of the menu is translated into many languages such as English, French, Chinese, Korean, Japanese, Vietnamese Customers select any item, simply click the OK button, "command" will run straight to the kitchen and blend desk, cashier Waiters not have to wait for customers to read items recorded as before, that makes the two sides feel very comfortable Or as in a number of showrooms of BMW products recently it has added and put a mirror cleverly to replace the front BMW windshield When standing in front of a mirror and reflect themselves in advertisements BMW Series, viewers will feel like sitting behind the wheel and being a true master of one of the BMW luxury cars 3|Page Strategy and creativity of unique marketing form has helped businesses obtain quite satisfactory results in attracting the attention and interest of customers to their products How about consumers? Thanks to information technology and communications (marketing technology) we not have to spend time and effort to find and reference items that we need to buy, we just need a computer and internet is enough Or today, we only need to use smart phones with 3G technology that we have learned all of the activities taking place the world Information technology and communication has been applying, developing, utilizing its features by marketing administrators to create changes and reform for Marketing Technology from the traditional to modern Marketing – digital Marketing What is digital Marketing? Digital Marketing - a new concept of Marketing was born and marked a turning point for this concept in Marketing With this concept, many economists when analyzing the perfusion of the media trends in the field of Marketing have assessed that this is a really fifth power The big change began to be built on a thinking foundation of customer in modern times Today, customers are no longer the targets or passive audience of communication They tend increasingly involved in the media rather than just watching from far away Through the website, postcard, blog and face book , customers expressed their views actively While some marketers are still trying to map out digital plans, customers are actively using a digital channel to compare, comment and sometimes criticize products and services of those marketers Using communication of people does not simply choose a new set of tools Currently new media channels allow customers more control and hence enhance the connection to customer In addition, the portability of the device allows customers to participate from anywhere 4|Page There are several key points that marketers have to capture Need to start restructuring the opinion of considering customers as active participants To actually convert your marketing, you need to expand the planning process to incorporate the current understanding of how customers are changing, especially in relation to the digital media channel - The first principle: Consumers and customers must be involved in a positive way as the creators, contributors and comments not as audiences or passive targets - The second principle: Marketers must overcome traditional marketing principles about the scope and frequency The successful digital Marketing encourages people to participate on a sustainable basis This requires better planning and a clear endorsement - "5th power" Due to two principles, and with the explosion of new media, it has made the world media shift from "4th power" - the power of newspapers to “5th power” - the power of public This power is increasingly showing clearly In Vietnam, more than 16 million people use social networks, with more than 130,000 domain names are registered growth of 170% / year, the number of internet users had reached more than 23 million users, and nearly 140 million mobile subscribers (1.5 times the population) This is a very good platform for digital media development in Vietnam This is shown by the aggressive advertising campaigns in the last year of the big companies such as PepsiCo with the "I can" campaign, Close up with "Fresh city" campaign, campaign “Clothes make the man” of Samsung Vina corporate; "7days2love" of Ponds, Lifecantwaitvn.com of Sun silk; Campaign "Real men" of X-men, the campaign "Being girl is so great" of Diana By these strategies, the companies have attracted hundreds of thousands of members of both famous and normal people; they come from all professions, with all age… 5|Page Businesses can directly impact and often to potential customers There is a close interaction relationship between businesses and consumers through digital technologies Mobile Marketing is "the use of wireless media as tools to convey contents and receive direct feedback to the program in the Mixed Media Marketing" Understanding in a simpler way, it is to use mobile communication channels as a means for marketing activities As part of digital Marketing, Mobile Marketing, or Portable Marketing, is growing rapidly thanks to technological advances Not only passively inherit the results of innovative mobile technology, on the contrary, mobile industry has been trying to create new tools for traders to execute marketing programs themselves effectively Mobile Marketing is an extended form of SMS Marketing, except SMS accounts up to 95%, advanced forms such as MMS, PSMS, WAP, Mobile App will help increase the value of the information when being sent According to the Mobile Marketing Association, "the use of wireless media is tool to convey content and receive feedback directly to the program in the mix mobile marketing program." Understanding in a simpler way, it is to use mobile communication channels as a means for marketing activities Mobile marketing system To implement a mobile marketing program, it requires a lot of units involved, because this is an area that should have the effect of both techniques However, it can be divided into four major components:  Products and Services: Including companies (all brands), the advertising agencies, the content providers  Mobile application providers: are the units providing applications and technologies to implement a mobile marketing program  Connectivity: Including the network service providers 6|Page  The media: including newspapers, television, internet, email ; retailers, direct marketing programs In fact this is the environment of a mobile marketing system Major application in Mobile marketing Means for Mobile app marketing is growing as: SMS – Text Messaging: This is the simplest and most popular form Your company can use SMS to send customers information about new products, new promotions, or a birthday wish This content can grow a lot of different forms, depending on the creativity of the company However, a limitation is the number of characters allowed by the current SMS is 160 characters So you will have to consider very carefully the content of sent information On the other hand, the message should also be agreed by customer first, if not, the message of the company will be classified as "junk" and making counteraction of marketing program PSMS: This is a more developed form of SMS, has higher rates of regular text message and is often used to call customers for participating in prediction game, or to sell services such as ring tones, wallpapers for cell phones MMS: Multimedia messaging, including text, images and sound to accompany the message This form has been used only few years for the marketing programs of several large firms in the world The understandable reason is because the cost for MMS message is larger and not all your clients are also able to send / receive MMS messages on the phone However, the effect it can bring quite unexpected WAP: It can understand simply they are sites on mobile phones Similar to websites are viewed on the internet, you can put information about the company or the products and services of your company on this WAP sites, or more commonly the customer support information 7|Page GPS Positioning: Location-based services (LBS) are deployed as service providers send promotional information to subscribers through their positioning In this approach, global positioning system (GPS) will be integrated into the phone to the subscriber location can be detected when they moved into the coverage radius of the LBS stations This mobile advertising approach is often proved very effectively because of the highly customization For example, you pizza business on the street Anyone goes into the street or in nearby locations can receive notification messages about the presence of your shop Mobile App & Game: Mobile App & Game: the software applications and most games are designed for smart phones, including more ads The impact of advertising depends heavily on software applications, games which it attached Video viewing on mobile phones: Same as MMS, video's impact on customers can be quite unexpected, but this method is difficult to apply because of the limitations of the technology infrastructure in many countries are not allowed, as well as number of devices can also see mobile video growing thanks to the development of broadband technology for mobile devices Moreover, in a mixed media show, the mobile media will provide effective support for media such as newspapers, television, radio, particularly the ability to communicate directly, maintaining close relationships with clients Among the media, direct mail or phone calls to customers can also this but with cost more than the use of mobile phones today Effect and potential: Mobile marketing is a suitable tool in the following objectives of marketing: - First, increase the level of brand awareness for customers - Second, create a database on the client's concerns 8|Page - Third, draw the attention of customers to the event or purchasing activities, increase sales - Fourth, increase customer loyalty for the brand The effectiveness of mobile marketing, first it can be seem even in the increasingly number of customers using mobile devices as today The explosion in the number of mobile subscribers is potential for development of Mobile Marketing A study has been carried out recently by the World Bank World Bank titled "Information and Communications for Development 2012" indicated that about three quarters of the world population currently use the mobile devices The number of mobile subscribers worldwide has increased from less than billion in 2000 to over billion in 2012 Only in 2012, more than 800 million mobile phones and tablets have been distributed to consumers, more than billion active accounts and 680 million people use Face book through the phone, more than 200 million accounts active on Twitter and 200 million accounts on LinkedIn These figures show the trend of using mobile devices and social networks on the spread, making the utilization of digital media tools and available technology platforms have become a marketing strategy of many enterprises As in Vietnam, the number of mobile subscribers in mid 2012 is approximately 140 million subscribers, and this number will increase More importantly, mobile phones are (almost only) means on the side of users 24 hours a day, days a week Is there any means of newspapers, television, radio, internet which customers "own" so long time? In addition, based on a database of customers that network providers have been communicating with customers via mobile phone can be personalized Viral marketing Currently, with the increasingly development of powerful information technologies, the form of online marketing through media such as the internet, forum, mobile, social media, social networking, iTV has become a 9|Page choice of many businesses For small and medium businesses Vital marketing is the most appropriate and effective selection "Viral marketing" was born a long time and has gradually become one of the important marketing strategies of many companies as well as multinational corporations The famous companies such as Pepsi, Procter & Gamble, and GM most of the big names in the world are using the internet as a tool to promote their products to consumers They have opened doors of opportunity and mitigated the potential risks of traditional marketing campaigns Advice for managers to implement viral marketing campaigns: - Simple: Build catchy, simple and attractive marketing messages to make communication easier for avoiding misleading Make customers understand the main idea of the message - Understand psychology, motives of customers: Most people think that the fiercest competition is price of the product, because everyone thinks customers are often coordinated and strongest impacted by price But it doesn’t mean that all customers are buying because the price is cheaper, many customers are willing to pay the price that is not cheap because they think "You get what you pay for" So you should a survey on the actuall issue before implementing your campaign - Let customers try to use valuable products and services: Most viral marketing programs are free to use products and services in order to attract attention This method does not have a right profit but it is very effective for attracting attention from free stuff and the profits will come soon after - Using the available network: People belong to society, use social network, so if we want to join this network, we need a deep understanding of the power of social networks, from loose relationship until the group of close ties From then, use these networks to transmit your message to the consumers 10 | P a g e - Take advantage of resources from the others: To make viral marketing more effective, we need to use the resources of others to impart, such as the programs related to each other we should link with pictures or text on another website, reciprocal linking - Ensure viral easily: There are many ways to convey your message for example via mail, website, social networking, social media… The most effective viral marketing is still internet because communication on it is very easy and economical The positive and negative of marketing technology brings for Marketing area in near and medium term future Positive The popularity of social media and the rapid development of science and technology have completely changed the traditional marketing Only in 2012, more than 800 million mobile phones and tablets are distributed to consumers, more than billion active accounts and 680 million people use Facebook through the phone, more than 200 million active accounts active on Twitter, and 200 million accounts on LinkedIn Trends in the use of mobile devices and social networks are more pervasive, making advantage of digital media tools and available technology platforms have become the marketing strategy of the companies even in the Fortune 500 list The rapid development of science and technology and trend to use social networks are changing the face of marketing Hence, those who work in marketing industry need to change their approach and their ways The speakers of the CMO World Forum seminar will join the guests and participants of the forum discuss the change from traditional marketing to modern marketing, new marketing trends such as mobile marketing, and social network marketing and marketing prospects in Vietnam until 2018 - Using digital Marketing is cheaper, faster viral and wider coverage Reference: 11 | P a g e Basic Marketing– Philip Kotler www.tailieu.vn/kythuatmarketing www.brandon.com/mobillmarketing www.moore.vn/marketingonline 12 | P a g e ... traditional marketing to modern marketing, new marketing trends such as mobile marketing, and social network marketing and marketing prospects in Vietnam until 2018 - Using digital Marketing is... features by marketing administrators to create changes and reform for Marketing Technology from the traditional to modern Marketing – digital Marketing What is digital Marketing? Digital Marketing. .. is to use mobile communication channels as a means for marketing activities As part of digital Marketing, Mobile Marketing, or Portable Marketing, is growing rapidly thanks to technological advances