Marketing Technology

1. Marketing Technology O6PLM Kevin Lisay – 1501147113 RendyWinarta – 1501149226 Steven Ekaputranto - 1501148362 Stefani Trifosa – 1501158893 Gladys Natalia – 1501165476

2. Background • Nowadays, we would hardly live without technology. Day by day this world demands everything fast, simple, efficient and effective. Technology provides the world’s thirst mostly. Even in business world, all organization would find difficulty if they want to improve their business without using advantages of technology itself. The role of technology itself affects business in many aspects technically or functionally. In marketing, the traditional ways would get a business going nowhere. They have to adapt with the world’s needs and change into modern ways. Marketing technique today uses a lot of help from social media to achieve their specific goals, because people that born in this era are addicted with technology. So, if an organization wants to set up higher goals and level, they also have to change the old way into the new modern way of business technique.

3. Scope • Rise of the marketing technologist. • Shifting the way marketing from traditional to modern marketing using technology.

4. Benefit • Reader understands about the Rise of the Marketing Technologist. • Reader understands how to implement the shifting way marketing from traditional to modern marketing using technology. • Reader understands the implementation of using social media in strategic marketing.

5. Traditional Marketing • Traditional Marketing is marketing that focuses on the concept of market segmentation (is a method of classifying a number of people who have similar characteristics and needs). • Generally, traditional marketing has a few traits, which are it is prioritizing 4P, focus on companies, tends to emphasize brand, controlled by companies, and one-way interaction. • Traditional marketing is still and always be used. The use of traditional marketing must be tailored to the segmented target market and the products or services that we offer.

6. Technology Involvement in Marketing • Traditional marketing began to change with the progress of the age and development of technology, particularly Internet. Internet developments are making many firms began to abandon traditional marketing. As known by many people, using traditional marketing mediums such as print and electronic media, spending a lot especially when a marketing campaign carried out in a bulk. The cost would be a lot. Therefore, the existence of social media companies are considered very helpful because can help the company save costs to market their products.

7. Modern Marketing • Modern Marketing is a new marketing strategy using social networking media such as websites, blog, Youtube, Facebook, Twitter, Foursquare, Kaskus, etc. Two way interaction and engagement between company and its public can be well developed. It is also possible to attract people’s interest and establish good brand awareness. Social media changes one-to-one communication concept from Traditional Marketing to be many-to-many because the content is created and shared to social.

8. Modern Marketing Tools are as follow: • Website This is corporate official website that contains all information related to the company profile and its products and services. Some websites can also be a e-CRM at the same time. • Blog Blog facilitates discussions about products and services that are sold, as well as advertising. • Forum Forum is a place to discuss about issues and trending topics. A company may use forum as a discussion on its products and services, as well as sell their products or even advertise in forum like Kaskus. • Social Network Facebok, Twitter, Instagram are the most famous social network. Many people and company build their company profile trough these social network. Social network is basically popular because it can be accessed by everyone anytime and anywhere. It can also be used to build a relationship and good company image.

9. Differences of Traditional and Modern Marketing • Media • Traditional Marketing uses pamphlets, brochures as its main way for advertising. Modern Marketing on the other hand uses technology, mainly Internet, as its main source on marketing. Name Youtube, Facebook, etc. • Focus • The focus on Traditional Marketing and Modern Marketing are also different. In traditional marketing, it is more important to sell the product. They start with production and marketing is done while selling and promoting the product to attain sales at profit. Existing products are imposed to the market through aggressive selling and promotional pressures. • Modern marketing in the other hand has its focus on customer satisfaction. It builds relationship with customers and that is achieved through an integrated, corporate wide set of marketing activities. This technique understands the needs and desires of customers and products are designed accordingly.

10. Implementation of Strategic Marketing using Social Media

11. Martell Home Builders • Martell Home Builders is a company that provide a custom homebuilder inn Atlantic Canadian. First in the past, Martell put their attention full heavily on realtors to keep their business moving forward. Until once day Martell Home Buildersmeet the social media, they starts to use it to their business and the business were able to create a direct-to-consumer model. Martell Home Builders were no longer reliant on a middleman or realtors to bring their business to the customers. • Martell started using a social media with only a content creation in blogging as a strategy to focus on their homebuyers’ needs. With topics such as “14 Must-Have Tools for New Homeowners” and “Home Staging Tips & Techniques,” Martell Home Builders was able to grab the attention of homebuyers.

12. San Chez Bistro • San Chez Bistro is a tapas bistro and restaurant in Grand Rapids, Michigan. They’ve taken social media and infused it with the needs and preferences of their local audience. San Chez encourages their patrons to use Twitter to reserve a seat at their restaurant. This trendy restaurant not only allows but also encourages its customers to book a seat in the restaurant using Twitter. They call it "Tweet-Ahead seats. "So customers do not have to wonder if their names were placed on a waiting list, tweets back online host to let them know they've been added to the list. • The popular use of smartphones San Chez allows to reach a greater number of potential customers through a quick and easy. The combination of smartphones, local marketing and social media led to a very successful marketing campaign online. They call it “Tweet-Ahead Seating” and it’s a great use of social media local marketing. Once you tweet your interest in a reservation, the online hostess tweets you back with a message similar to this: “Great, you’re on the list. See you in a little while.”

13. With the number of smartphones on the rise, San Chez knows they can reach even more potential customers if they make access to their restaurant easy and quick. By combining smartphone capabilities, social media and local marketing, they were able to create an extremely successful marketing campaign online. • In addition, San Chez Bistro utilizes Foursquare to gain even greater viral visibility. Foursquare, one of the top location-based services out there today, allows people to check in with their mobile devices and let all their friends know where they’re currently spending time. It’s fun for the fan and powerful exposure for the physical business. • Notice below how San Chez Bistro has customized their Foursquare page, making it easy for patrons to see the incentive for checking in.

14. Cree, Inc – Lighting the LED Revolution • Cree is a business-to-business company that sells energy-efficient, environmentally friendly, industrial LED lighting. Their social media campaign “LED Revolution” received much attention and support from B2B customers, other light manufacturers and anybody who was interested to learn or find out more about lighting.When you think of social media marketing, you wouldn’t think that an industrial lighting company that sells LEDs to grocery stores would be shining; however, Cree is extremely social-savvy.