The Role of Marketing and Technology

Marketing and technology have become increasingly important in the business world and they are being incorporated to increase the competitiveness of an organization. In the past, they were utilized as opposing divisions with varying programs, budgets and members. Combination of these two fields produces the resourcefulness and efficiency required to reach more consumers and increase profitability. The advancement of technology in the modern world has increased the accessibility to information and virtually every human concept is becoming increasingly dependent on it. Therefore, it is extremely important for an organization to have a presence in the mass media or any other far-reaching digital outlet that will enable it to reach more potential customers and to improve its administrative and business efficiency and profitability.

The incorporation of technology into the marketing department will enable the organization to realize consumer trends that are useful in establishing market strategies, come up with online and offline communication that target consumers personally, establish online surveys that provide crucial consumer feedback, and improve automation of work among the various stakeholders (Parzek, 2004). The Hoosier Media company should, therefore, begin training their employees in the utilization of new advanced technologies in order to tap into these benefits. Although desktops are very useful in the workplace, I would recommend the company to also purchase laptops for their members especially those who are mostly mobile when performing their tasks. This will increase their portability and they will be able to work from different locations without being restricted to their offices. The company should also increase its networking capabilities, such as faster Wi-Fi, which will increase their working efficiency and quality at the workplace. One very key marketing strategy is to tap into the capabilities of the social network which will help in increasing awareness, building a loyal community and generating publicity.

The strategy for doing this would basically involve building the organization’s Twitter and Facebook following, driving traffic to the organization’s blog and establishing an efficient Search Engine Optimization (SEO) for the organization’s website. For the company to have a rich online presence, it needs to have hyperlinks to such contents as videos, audios, podcasts and even links to other web pages. Such technical terms require the input of an information technology expert. The company should, therefore, set up an IT department which is competent enough to produce high-quality web pages and blogs that increase its online presence. The IT department should be able to perform conversion optimization in order to make as many potential clients as possible to visit the organization’s website. The Email is also one of the biggest marketing tools available (Schiff, 2014). With the consent of the customers, the company could be sending emails to them, with additional information and content that could be tailored to a customer’s personal interests. Some tools that could be utilized to realize this tactic include MailChimp and Constant Contact. The company can also use remarketing tactics which ensures that if a potential customer visits the company’s website, the company advertisements will show up on other websites that he/she visits. This method is especially cost-effective.

Due to the fast growth of smartphones, it is also important to ensure that the company website is mobile friendly, such that it can be read and used on a smartphone. This will also improve the website’s search rankings. Marketing automation is also is also a key element of digital marketing. This technology contains analytics, online customs, a track of the activities engaged by individuals in the company’s website, personalization of the site content, management of email campaigns, and many more. The leading automation tools that the company can utilize include Marketo, Oracle Eloqua and Adobe Campaign (Gudema, 2014).Although social networks were initially enough to perform digital marketing, nowadays they are extremely crowded with companies who are all seeking to stand out to the consumers. I would advise Hoosier Media to also utilize the unconventional approaches in order to attract new customers and to stand out. One of such approaches involves geotagging, which will help locate the company. This process will enable the company to add its geographical information to websites, digital images, videos, blogs and articles (Ransom, 2008).

Therefore, the recruited IT experts for the company need to be very innovative to enable the company to stand out among the many worldwide organizations. With all these new marketing strategies and technological advancements, the company needs to put measures in place that will ensure the improvement of the information systems in the workplace. It should set up a technology utilization agreement with its employees that includes compliance elements like unethical web surfing, data privacy and downloading policies. The company should also set up a comprehensive technology strategy which addresses the evaluation of emerging technologies and replacement of old and unusable computers in the workplace. It should also strive to increase its internet bandwidth in order to improve multitasking activities and reduce hang-ups. It is also important to schedule IT maintenance programs in order to mitigate system failures and data losses (Applegate).