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Marketing Information System - Essay Example

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Marketing Information System

The technological opportunities are obviously highly appealing for Marketers to explore and use extensively and intensively. Technology has no inherent morality and the way in which it is utilized is what really matters. In this matter, both the deontological as well as the utilitarian view of ethics (Bergman, 1997) apply.
Drawing coop concentration to the ethical facet of the use of web-based technologies in the area of marketing might comprise of differentiating force for proactive firms. Some aspects of information gathered are visible (such as self-divulgence of information for purchase, self-divulgence of information in accessing a web-site, self-divulgence of information for free merchandise) and some are less visible (such as anonymous profile data, IP, cookies). Owing to these possible uses and abuses of information, many consumers remain hesitant about Internet purchasing. The development of software allowing "private Internet experience" and "completely undetected surfing" is an indication of consumer concern regarding the invasion of privacy. There is room for the development of competitive advantage.
The Issue of Marketing Tools Advertising is an important marketing tool on the Internet with a range of possibilities for customer interactivity and involvement (Ranchhod, 1998). Banner advertising has been an important tool for many Internet based advertisements with much research dedicated to its design elements. At the same time, marketing professionals try to comprehend how individuals surf through websites and consequently attempt to increase the CTR (click-through ratio). In this regard, researchers as well as practitioners attempt to recognize key variables like type and size of ad banners, animation, use of color, sounds, images, incentives, etc. Certain practices can be monitored and are endorsed as efficient ones like pop-ups, deceiving banners (computer-like messages, with "ok" button).
Parallel to Internet advertising, the development of e-mail marketing and Spam are features of aggressive e marketing. However, there is still a long way to go before many companies put in place the best and most effective approaches to conduct an exceptional email marketing campaign.Companies already have the creativity, the magnificent deals on offer and the colourful landscapes of dreamy holidays to mention a few, but what marketers don't know is that sometimes this creativity can actually get in the way, preventing emails from making it into the inbox. If this is the case, what good does a top-notch creative campaign do if the email is never opened.
Although marketers are often from a creative background, one cannot ignore the vital impact of analysis. The information convened from campaigns, such as click through rates and churn rates, is definatele key to gain the discernment about customer's likes and dislikes, and provides the preliminaries to make future campaigns more effective and pertinent. This lead to the conclusion that the emails that companies send are delivered and contain valuable information for customers. By targeting messages more closely and handling customer data more efficiently and effectively, not only will the possibility of fabricating a sale increase, but the overall costs can be cut, databases cleaned and a greater ...Show more

Summary

Research a traditional company that uses a good Marketing Information System to gather data. Describe how they gather information, the type of information gathered, and how that information helps the company market its products.
For all the Internet's promise as the consummate commercial marketing vehicle many companies are skeptical of their ability to accurately judge the return on their cyberspace investment…
Author : rtremblay
Marketing Information System essay example
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