Marketing Information System Essay Example | Topics and Well Written Essays - 750 words

Marketing Information System - Essay ExampleThe technological opportunities ar 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 attend of ethics (Bergman, 1997) apply.Drawing coop concentration to the ethical facet of the use of web-based technologies in the area of merchandising might comprise of differentiating force for proactive firms. both(prenominal) aspects of information gathered are overt (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 to the highest degree Internet purchasing. The development of softw are allowing private Internet project 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 a good deal 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 bottom be monitored and are endorsed as efficient ones like pop-ups, deceiving banners (computer-like m essages, with ok button). Parallel to Internet advertising, the development of e-mail marketing and Spam are features of aggressive e marketing. However, there is unruffled 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 dont 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 fictive 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 customers likes and dislikes, and provides the preliminaries to m ake 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 use 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