Business Essentials for IT: Marketing Strategies and Economic Impacts

Running Head: BUSINESS ESSENTIALS FOR IT 1
BUSINESS ESSENTIALS FOR IT
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BUSINESS ESSENTIALS FOR IT 2
BUSINESS ESSENTIALS FOR IT
Marketing is a key strategic tool used by many businesses to ensure that they are able to
grow themselves in terms of reaching new clients. Marketing in any organization is very important
because it through marketing that the product or service being offered by a company will become
known to potential clients (Homburg, Sabine & Krohmer, 2009). In the following case study I am
the CEO of ITSS which is an IT solutions firm. ITSS basically develops business platforms which
include websites and offers IT services. ITSS is a company which has great potential for growth in
the current market. ITSS being an IT solutions firm is ideal in developing IT solutions for other
companies. The solutions are in high demand and it is a great opportunity for ITSS. The company
however cannot grow and become a known brand without marketing itself. Marketing is known to
be the activities which are carried out by a company or individual to communicate, create, exchange
and deliver goods or services which are valuable to people. The services in which ITSS offer are
valuable in the market but the company is not known. The CEO draws up a marketing strategy to
help the business grow and gain more clients (Hunt & Derozier, 2004). The focus of the marketing
strategy is based on three main areas that include email marketing, search engine marketing and
marketing through the product being placed in entertainment areas.
As mentioned marketing enables a company to become known within the market so that
individuals may know that there is a company that exists to offer specific goods and services. An IT
solutions company such as ITSS should utilize technology to ensure that they are able to get clients
who will find the products they offer relevant. Email marketing is a form of marketing that can be
used by the company. The emails are usually sourced from an established list of clients in which the
company may have (West, Ford & Ibrahim, 2010). A company may also periodically utilize email
marketing to send out emails or newsletters to various people whom they may not have any kind of
connection to. In this form of marketing emails are sent to a wide database of people to let them
know that ITSS exists and offers a specific range of products and services. The use of articles and
newsletters sent through email to potential clients is also a great marketing strategy (Volpato &

BUSINESS ESSENTIALS FOR IT 3
Stocchetti, 2009). A newsletter can have information such as the occurrences in the company. The
occurrences may include events such as the company rolling out new products or services. It may
also include any improvements or offers the company is offering currently. The offers especially are
present to motivate clients to purchase goods and services from ITSS at a discounted price. Articles
sent to clients through email marketing are useful because they contain information on the industry
in which the company is based and the solutions the company is offering that suit the current
industry standards especially in terms of quality and reliability. An example of how email marketing
is utilized is when a company such as ITSS publishes articles on their blog (Dann & Dann, 2011).
When interested readers come to the blog and subscribe to it they are added to a database where
ITSS can send emails to market themselves.
Search engine marketing is another marketing strategy whereby a company such as ITSS
creates a website which ranks to be among the top results on search engines when individuals are
looking for an IT solutions company online. When clients are looking for anything these days the
first instinct is to search for it online. Clients will also look at the first few results displayed from
their search. It is therefore important for a company such as ITSS to harness the power of
technology and utilize it in getting noticed by potential clients. ITSS can have their website ranking
among the top search results by ensuring that their website is designed well and it contains relevant
content in which potential clients maybe looking for.
Marketing through the placement of products in entertainment avenues such as movies is
another good marketing strategy. Individuals who go to movies will notice products which are not
part of the movie easily. This ensures that a product being marketed will be catch the attention of
many people in the movie theatre easily (Baker, 2008). A company such as ITSS pays for marketing
privileges in a specific movie theatre and in return their products are regularly advertised to
potential clients who go to watch movies at that theatre. The aim of coming up with a marketing
strategy is to grow the business and clients in which ITSS will be handling and therefore ensuring
that their business remains viable.