Application of IT in marketing

The article “Integrating the ‘E’ in E-Marketing” has been published in the Journal of Business and Economics Research. This article focuses on the scope of implication of Information Technology and Communication in the business process of companies. The E-Marketing process has made the marketing functions more effective and efficient than the conventional marketing processes. The application of IT in marketing and business depends completely on the requirements of companies and the level of commitment to e-business. The involvement of Information Technology in the strategies of the company determines its impact on the business, marketing and customer satisfaction. The higher level of pyramid shows the higher level of commitment for e-commerce.

CRM is one of the major applications of E-Business or E-Marketing. Customer Relationship Management (CRM) is a model of business process which is used for growing the business and customers of the firm by increasing the customer satisfaction with the company and its products. The major function of CRM is supposed to keep an eye over the long term relations with the customers and watching their frequency of transactions with the company. The article states that the CRM is used for keeping the track of customer information like their behavior, characteristics and preferences. This information is collected at various touch points (retail store, company offices). The interaction might be in any form such as via mails, telephone, or via internet. CRM is a part of the second level of the pyramid of commitment to e-business i.e. business process level. (Judy Strauss, 2004)

Example of Companies using CRM

The CRM model is always helpful for the customers and for the company as well. A CRM model can be used by companies as an online shopping portal as well. CRM model currently used by companies also includes a customer service module which is used for answering customers frequently asked questions about the product of the company. Many companies all all over the world have modified their business processes to incorporate a CRM for e-marketing.

This step of the companies has been proved to be beneficial for the companies and for the customers as well. Cisco Systems is a multinational and world renowned company which is the major manufacturer of networking products like, hubs, switches LAN boxes, etc. The company has enabled the e-business process through its website. The company’s website is more of a Customer Relationship Management model to enhance the level of customer satisfaction and customer-company relationship.

Figure 2: Cisco

More than 2.5 millions users visit this site and 90% of the transactions of the company are done using this site. This figure was very low in the year 1996 as compared to the current situation it was only 5% in the year 1996. This CRM module is also helpful in answering the customers’ queries online. This CRM has enabled Cisco to save up to 340 million USD per year by the reduced customer service cost. (Judy Strauss, 2004)

CRM models have been of utter importance in the retail market. As Wal-Mart is the leader the retailer chain business it has found a solution for better customer services and satisfaction by implementing IT products in its business processes. The CRM of Wal-Mart is automated way of dealing with customers, marketing of products, various business functions, and maintaining customers’ information.

Figure 3: Wal-Mart

The CRM of the company has a multiple approach to interact with customers and provide them with better quality of service and satisfaction. The integration of Information Technology and Communication tools in the retailing market has brought revolutionary changes in the field of customer interaction and services. The online shopping portal of Wal-Mart is updated regularly with the arrival of new products in the inventory of the company. The online shopping of Wal-Mart is one of the safest online shopping places in the world. The website has a product display catalogue inbuilt which shows all the available products in the Wal-Mart store. Customers can browse through this catalogue as if they are shopping at the stores of the company. Customer service is enhanced as they can register their demands in the portal if some product is not available there. (Walmart and customer relationship management)

Nokia is a leading brand name in the cell phone and smart phone industry. It has been using a CRM model for managing and grooming the relations with its customers. The CRM of Nokia includes a chat forum where 90% of the problems of customers are handed online without calling to the company offices. This model also involves an online shopping portal and product

Figure 4: Nokia

Display catalogues where customers can select there desired product and buy it online. This e-business process of the company has lead Nokia to higher customer satisfaction and better customer relations. Oracle has built Customer Relationship Management model for the company. Even the latest smart phones of the company have Symbian Nokia have an inbuilt CRM which provides a wide level of services for the company. This CRM inbuilt mobile applications have increased the many cost effective processes, increased number of customers and enhanced level of customer satisfaction. Using these CRM inbuilt cell phones Nokia has improved the management of customer complaints and services. CRM module of the company has helped the customers and the company as well in many ways. The CRM incorporates a discussion forum where the experts of the technologies can be found and the problems and latest technologies in the company’s products can be discussed with them. Customers can also share their experience with the Nokia products. This sharing of information has reduced the workload of the company employees and increased the efficiency of its business processes. Thus the involvement of the application has proved to be successful for the company and its business processes.