Technology in marketing

• How technology can be used in marketing


  • electronic point of sale (EPOS) for market research
  • online survey
  • internet advertising
  • e-commerce
  • e-mail
  • databases
  • social media
  • desktop publishing (DTP)
  • text alerts
  • apps
  • quick response (QR) codes
• EPOS


  1. Gather information on customers' buying habits

  2. Monitor any effect of price change or promotion on sales
• EPOS systems


  • Can be expensive to set up
  • Can be used alongside customer loyalty cards to monitor consumers' buying habits
  • Can produce information which can be used to target promotional campaigns to the appropriate customers
• Online surveys


  1. Cost effective

  2. Easy to develop

  3. Allow customers to be asked to take a quick online survey when visiting the company website

  4. Allow surveys to be sent directly to customers via e-mail

  5. Allow software to be used to analyse the results, which can then be used to monitor customer buying habits or the effectiveness of company marketing strategies
• Databases


  • Information on customers can be stored
  • Can be searched to find customers with specific characteristics
  • Can be used for target marketing or promotional campaigns
  • Information can be merged with advertising materials to be sent out to customers
• Marketing relies heavily on customer engagement, often face-to-face, and consumers expect businesses to provide up-to-date, reliable technology
• Technology allows the marketing department to operate much more efficiently
• 1. commerce


  • The buying and selling of goods online
  • Allows the marketing department to reach the global market who will be able to shop 24-hours-a-day 7-days-a-week
• 1. mail


  • Can be used to send surveys or marketing materials to customers
  • Quick and cost effective
• Internet advertising


  • A cost effective way to allow a company to access a wide audience
  • Can target specific market segments by using customer browser histories
• Social media


  • Twitter, Facebook, Instagram and Snapchat can all be used to interact with customers
  • Products can be advertised at any time and they allow access to a wide range of customers
  • Allows customers to respond to adverts and ask questions to the company
• Desktop publishing (DTP)


  Software can be used to create professional looking advertisements to encourage customers to purchase products
• Text alerts


  Can be used to inform customers of new products, special offers or promotions
• Apps


  • Can be used to give customers easier access to products and services
  • Can be used to advertise products, for example 'in-app' advertising when playing games
• Quick response (QR) codes

  • When a customer scans a QR code it will take them directly to a company website
  • Often shown on promotional advertising billboards and magazines
  • Enables the customer to access the goods quickly and easily, which could increase sales
• Benefits of technology in marketing

  • Improves communication through use of email
  • Increased access to information through the use of the internet
  • Marketing department can find suppliers anywhere in the world
  • File sharing can be carried out anywhere in the world through the organisation's network
  • Reduces labour costs
  • Improves quality of products or services to customers
  • Reduces the number of errors and wastage
  • Allows for more flexible working with staff
  • Improves the business's image and competitiveness