Page 15 - MYM 2015

Apple– guide by vision rather than by traditional market research.
Maintaining Technological Skills
Another key component that a 21st Century-capable marketing department needs in order to improve its effectiveness is to make sure the participants are making the most ef cient use of technology. With the continuing development of Internet-based marketing initiatives and processes, it becomes imperative that marketers have not only the equipment to handle such challenges, but also the training to best utilize the technology.
In terms of the Internet, many companies believe they are using the World Wide Web properly because they have set up websites and might even sell products or services online. But this only represents about 10%
of the opportunities available on the Internet. The
most important marketing use of the Internet is the establishment of an effective and attractive website describing the company, its products, its distributors, its job opportunities and its of cers.
But not all websites are user-friendly or effective. The download time, for example, often is higher than it should be because of overly fancy graphics. It also might be confusing to navigate to new pages or tougher to pay for a purchase on the Internet than it needs to be. The website also might lack the kind of information that would draw visitors back again.
It’s pretty easy to assess the effectiveness of a company’s website. You need to survey the main group of users – customers – on their experience with the website. You should also solicit their suggestions for improvement. You could invite website experts to give their assessment and suggestions as well. Companies need to gure out how to add value to their websites — value that will draw visitors back time and time again.
More companies also are using the Internet as a platform to link themselves electronically to their main suppliers, distributors and dealers. Ford, for example, sends orders for parts to suppliers without a need for paper documents. It can also send payment to the supplier’s banks once the parts are delivered. Ford saves a considerable amount of money and time by investing in these electronic links.
Similarly, an Intranet can be used as an ef cient communications tool within the company. Employees would be able to reach each other through e-mail, access documents from the company’s server when on
the road, or upload sales data and other reports back to company headquarters quickly once a sale is made.
Companies can also keep employees up-to-date
with the latest knowledge and skills for running their business through online e-training programs. IBM Corp., for example, saves the money it would spend on hotels and transportation by doing 25% of its training online. Similarly, the Internet has made it easier and more cost-effective to search for talent via the Web through e-recruitment programs, as well as to collect vital market research information from people visiting business’ websites.
In terms of the sales force, technology is helping sales people more easily answer any question a prospect might throw at them through automating the sales process. A sales automation system enables sales people to immediately possess the knowledge needed to make pro table decisions on behalf of the company. Additionally, routine marketing decisions can often be better handled by software rather than by company personnel, such as in the case of airlines trying to balance the number of empty seats on a particular ight with the fare that needs to be changed to ll those seats. Yield-based pricing by airlines and hotels is an outstanding example of marketing automation.
Since the 1960s, academic marketers have been developing decision models to support sales call planning, sales territory design, sales promotion planning, and many other applications. Marketers today are usingdecision models to determine the marketing mix that will optimize pro tability.
Better development of technological skills, along with making the latest technology available to marketing and sales departments, go a long way to turning a stagnant marketing operation into a cutting-edge innovator that will help a company better compete in this fast-paced, techno-centric business climate.
Can’t we all just get along?
The nal challenge needed to establish the marketing department as the driving engine for company growth involves the relationship marketing has with other departments in the company. Initiatives that improve marketing’s relationship with sales, engineering, manufacturing and nance are key to building a stronger overall marketing program.
There is no doubt that for most companies, marketing must improve its relationship with sales. Marketing typically takes care of product planning, pricing, lead
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