Strategic Technology Planning - Case Study Example

Strategic Technology Planning Executive Summary This research paper evaluates and analyzes challenges faced by corporate in doing internet marketing. Most companies have not been able to effectively create their presence over the internet. This research paper puts into perspective major challenges that companies face. The technological advancements are at the highest pick ever. Despite that, most corporate still drag behind in the traditional forms of marketing and advertisement like radio and TV. (Razzaque, 2013) American Express cardholders can now get in touch with their service provider’s customer service team. This is after American Express created a custom customer service Facebook page. From the page, cardholders can conveniently ask about services offered and also make their complaints. The research analyzed online platforms used by major and minor companies in handling online marketing. The content conveyed in these platforms was also analyzed to determine whether they had any aspects of marketing or were just general information. According to Grant (2014) internet marketing is a tool that can be used to elevate a company within hours if well used. The world is actively talking online. The results indicated that the social media is the main platform used by companies to carry out online marketing. This paper research also discusses the use of Apps for smartphones, tablets, pads and other telecommunication gadgets. In as much as people are using the internet, attracting them to your platform is very essential. Marketing would only make sense if the target clientele is able to receive your message. The recommendations from this research are that companies need to diversify their online marketing and use other platforms like emails and blogs. Companies also need establish internet marketing departments and adequately fund them in order to facilitate their activities. Introduction Descriptive Summary Marketing is a very dynamic aspect in any business. Every day, new strategies are developed and implemented to ensure companies are active in the competitive market. Companies have been forced to allocate majority of their budget into marketing than any other area. Millions have been invested into marketing. This is necessary for any company that wants to make profits (FK Publications, 2013). According to (Taube, 2014) in 2013, the top 100 biggest advertisers in the US used a staggering $109Billion in marketing. Traditional modes of marketing are slowly being replaced by new and advanced modes. The main driving force behind this is the internet. With internet, one is connected to the whole word. The idea of global village is more real today than ever. Communication has now become easier. Communication is the main driving force behind marketing. In return, this means that marketing can now be done effective as means of communication has been advanced. The internet has created and opened new markets for companies to sell their products and services. New markets call for extensive marketing. With every company working hard to be the best in their area, there is need to ensure that they maintain their old clients and make new ones. According to (Henry, 2012) new markets have emerged in as much as this is good news to companies, there is great need to reach out to this markets. Not all companies have been effective in doing this. Companies have been busy focusing on traditional methods of marketing that does not hold water any. Use of platforms like radio and TV is no longer effective like they were two decades ago. Most people are busy on their laptops watch funny videos on YouTube. Companies have also been using the internet inappropriately. Most companies have websites now. Most websites will include updates about the company’s progress, services or products available but there are no aspects of marketing and advertisement. Description of challenges around Internet Marketing for Companies To understand better the challenges in internet marketing, we first singled out the platforms in the internet that can be used to do marketing. After singling out the platform, we analyzed how it is used and then challenges there in. Different companies have deployed different strategies and this varies depending on target market and products or services being marketed. Official Websites Most companies in the US have developed websites where people can access information from all over the world. The websites have been transformed to perform the following task; 1. Act as customer care; with the provision of frequently asked questions (FAQs) potential customers can get answers that other people have been frequently asking about the company. 2. Marketing Platform; services and products offered by the company are displayed. 3. Agent of communication; Clients are able to give their feedback direct to the company by interacting with online administrator of the website. The use of websites has its challenges to the companies. Main challenge is failure of companies to update the websites with latest information concerning their services. Some companies develop websites for formality purposes but fail to update them. This creates a gap between the company and its customers. (Johnson, 2010) As a communication agency, websites should be able to bring a link between the company and its clients from all over the world. Some websites have provision of feedback where people can make inquiries. This is a strong marketing tool. Customer feedback allows the company to know market requirements and this helps them in make necessary changes. Market requirement is vital in corporate policy making. Failure to respond to feed back is big challenge to companies. As a marketing tool, websites should include all necessary information including detailed description of the services and products. Use of images and links in blogs help the company market itself. Some companies’ websites have not integrated these marketing aspects. BlogSpot In recent years, most websites have included links to blogs in their websites. They are used by companies to post articles concerning their latest activities and events. Blogs play an important role in updating potential client about their progress. If a company is involved in charity work and other social activities, blogs are the most ideal platform to use. Companies have neglected this important part of online marketing. Social Media The social media is a new trend that companies are buying into for marketing purposes. With platforms like Twitter, Facebook and Instagram, companies can now have a close up interaction with their clients. The social media has an advantage over blogs and websites in that it creates a touch of personal relationship between clients and the company. This builds trust, confidence and loyalty from the client. (Kabani, 2013) Considering that it is a social media, the mentality of formality that is a key factor with cooperates is downsized giving clients a homely mood. This is a perfect environment to convince people into buying products and services from the company. (Barker, Barke, & Krista, 2012) Twitter. Currently, twitter is the most interactive platform in the media. Every company wants to have a twitter handle. The advantage with twitter is that it gives a one to one relationship between the company and an individual. Twitter is being used by corporate particularly to handle customer care services. According to (VT, 2014) the personal interaction with the clients creates trust and this is good for business. Companies are using twitter to update clients about the products and about new products and services. The challenge facing corporate concerning twitter is slow response to their enquiries. Some companies have twitter handles that are completely dormant. Facebook Companies have adapted the use this game changer. With features such as company pages, groups and events, companies can now create their customer base that includes the potential and current clients. Facebook has an advantage in that it has functions that allow companies to create an avenue where a real time conversation with clients can be experienced. With features such as chatting, messaging and poking, companies can handle queries from their clients globally. (Zarrella & Zarrella, 2010) The problem facing corporate is adaption to this avenue. Companies have not yet embraced Facebook fully as platform for internet marketing. Companies are not yet convinced that there are serious customers on Facebook. This is entirely wrong. Instagram This platform allows individuals to post pictures and videos and share with friends and the world. The whole idea is to build a conversation and communicate through images and video. (Miles, 2013) Companies invest a lot in designing and printing flyers, posters and handbills. The process is complicated further with the need to place them at strategic places for customers o see them. Instagram solves this instantly. A single designed poster can now be shared globally and instantly. Short commercial clips can also be share to the world instantly. This is an area that companies have also neglected for fear of venturing into unknown waters. YouTube Channels With the capability to load long video footage, YouTube is one of the favorite destinations for everyone. Millions of videos are uploaded daily from across the world. With a YouTube channel, individuals can even stream live footage and share with the world. According to (Jarboe, 2011) mobile manufacturing companies use this platform to introduce new phones to whole world concurrently. This builds a global clientele. Use of Apps The advantage with Apps is that they can be developed to a company’s preference and requirements. They can be used on different platforms like Android, Windows mobile or even iOS. With Apps, companies can have a one-on-one communication with their clients. Apps can be used to get quotations, make payments, and renew premium subscription among other functions. As such, it also means that the companies can use this platform to communicate to their client by regularly sending updates on new products and services directly to their devices. Analysis and Recommendations With all the technological advancement, it is easier to reach out to people through the internet. Globalization has turned the world down to our hand. Devices such as mobile phones, watches, tablets and laptops can be used by people to bring the world to their hands. There is need for the companies to maximize its marketing strategies on this. The two main challenges that face internet marketing are Strategic timing and Target group. There is need to know when to do online marketing activities. Posting in Facebook at midnight might not be effective as very few people are online at that time. This varies depending on global time. This brings the second challenge. A company should focus its online activities within the reach of its target clientele. Sharing Facebook posts with other company’s pages from different countries may not be effective. Identify the target group then single down to the. The use of websites is crucial. There are individuals who will take a company seriously if they are able to get all the information conceding them from their website. Websites give companies authenticity and trust from people. Companies should therefore invest wholesomely into this. IT department should have personnel who are fully committed to updating the websites and taking feedback from clients. Blogs are equally important. They market the company’s community activities and events. All documented activities should be uploaded to blogs and links shared in other platforms like the website and the social media. For companies, creating accounts may not be the best option as accounts can accommodate a maximum of 5,000 people. Instead, companies should create pages that has not limit of people to like. With a Facebook page, a company can market its products and services strategically. Facebook has different marketing packages that can be used to advertise the page to specific group of people, region and so on. Twitter is mainly based on short and precise communication. Companies should tweet links that will direct people to their websites, Facebook page, Instagram account and blogs. Customer care services can also be done here as twitter allows messaging among people who follow each other. Instagram focuses of visual communication. Short video clips and pictures. Companies should use designed posters and short video clips for marketing purposes. Short and precise commercials can be uploaded as well as posters with detailed information. YouTube is a worldwide phenomenon that helps people share videos worldwide. Companies should use this to upload commercials about their products and services. The videos should be entertaining and creative. People are always attracted to funny clips and creative work. The other platforms like the social media should be used to create traffic to this upload. Companies should also work with App developers and develop Apps that will enhance their marketing. This should be done with enough information and details concerning customer requirements. References Barker, M., Barke, D. I., & Krista, N. (2012). Social Media Marketing: A Strategic Approach. New York, NY: Cengage Learning. FK Publications. (2013). Principles of Marketing. Chicago: FK Publications. Grant, A. (2014). Importance of Internet Marketing: Basic steps in Internet Marketing Business. Newyork, NY: Hardbody Publishing. Henry, L. (2012). Successful Customer Relationship Marketing: New Thinking, New Strategies, New Tools for Getting Closer to Your Customers. Texas,CA: Cleveland Inc. Jarboe, G. (2011). YouTube and Video Marketing: An Hour a Day. New York, NY: John Wiley & Sons,. Johnson, G. (2010). Internet and Business. London: Oxford Pblishing. Kabani, S. (2013). The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue. Dallas,TX: BenBella Books, Inc. Miles, J. (2013). Instagram Power: Build Your Brand and Reach More Customers with the Power of Pictures: Build Your Brand and Reach More Customers with the Power of Pictures. New York,NY: McGraw Hill Professional. Razzaque, S. M. (2013, July 15). American Express Social Media Marketing Breakdown. Retrieved March 15, 2015, from Social Toaster: http://www.socialtoaster.com/blog-entry/american-express-social-media-marketing-breakdown Taube, A. (2014, June 25). The 12 Companies That Spend The Most On Advertising. Retrieved March 15, 2015, from Business Insider: http://www.businessinsider.com/12-biggest-advertising-spenders-in-2013-2014-6?op=1 VT. (2014). Updated Secrets of Twitter Marketing. New York,NY: BenBella Books, Inc. Zarrella, D., & Zarrella, A. (2010). The Facebook Marketing Book. Sebastopol, CA: OReilly Media, Inc. Read More