IT Marketing

Information and Technology (or IT) based marketing addresses how to use information technology to learn about and market to individual customers. There are two important effects for marketing that I will share with you today.

For one, many businesses now have more information about consumers' choices and their reactions to marketing campaigns. But only a few of these companies have the expertise to wisely act on that information. You'll need to collect, analyze, and act on that customer information.

The second effect is that IT has changed the competitive environment for many businesses - consumers now have more information about competitive offerings thanks to the internet, which allows many competitors to market consumers directly. So you need to focus on how to adapt marketing strategy to an environment of more informed customers, more flexible competitors, and additional ways of reaching customers.

So while marketing is going through quite an evolution from having been primarily an art to becoming a science, you'll need to learn the crucial part of the scientific approach to marketing.