Marketing Effectiveness: Technology, CRM, and Adaptation Analysis

This report analyzes the impact of technology on marketing effectiveness, focusing on how companies, like ABC Corporation, can leverage various technologies to reach a wider audience and improve customer engagement. It examines the role of social media, highlighting both its opportunities and challenges, particularly the need for companies to adapt and invest in technology-friendly infrastructures. The report also discusses the importance of standardization and adaptation strategies in a global market, emphasizing the need for customization to address cultural, legal, and social differences. Furthermore, it explores the role of Customer Relationship Management (CRM) and how effective CRM models can foster strong customer relationships and reduce customer retention rates. The report recommends that ABC Corporation uses communication technologies to promote customer engagement, adapt standardization and adaptation strategies, and implement CRM software to gather customer feedback and build strong relationships.

Business
Communication

Impact of Technology on
Marketing Effectiveness
 Technologies are used by corporations to
promote and market their products to a wider
audience.
 The number of mediums to reach and promote
to customers has increased substantially.
 Corporations can given more details regarding
their products or services and also collect
instant feedback from customers (Mohr,
Sengupta & Slater, 2010).
 ABC corporation needs to update its
technologies to reach a wider audience.

Social Media Challenges
Marketing Effectiveness
 Social media sites are used as an effective
communication tool by corporations to market
their products to customers.
 It is an efficient way to communicate and promote
products to customers.
 However, it is a threat to existing business models
and companies which lack technology friendly
infrastructure (Kaplan & Haenlein, 2010).
 Many times, companies have to invest large
resources which increases their marketing costs.
 ABC company lacks technology friendly marketing
strategies, thus, it has to incurred high costs.

Lack of Adaptation and
Standardisation strategies
 Industrialisation is a way which is used by
corporations in standardisation strategy to
remain competitive in the market.
 Standardisation enable corporations in offering
a wide range of products with cost advantage
(De Mooij, 2018).
 On the other hand, adaptation emphasis on
customisation of products to evaluate cultural,
legal and social differences.

Customer Relationship
Management (CRM) Challenges
 CRM strategy is used by corporations to
effectively communicate with their customers
to build strong relationships.
 ABC has failed to implement effective CRM
model due to which it is not able to receive
timely feedback.
 Lack of effective CRM model leads to high
retention rate of customers in the company.

Recommendations
 ABC should use several communication
technologies to promote customer engagement.
 Improvement in marketing technologies to
attract younger audience by using social media,
emails and websites
 ABC should adapt standardisation and
adaptation strategy to expand its operations.
 It should use an CRM software to build strong
relationship with customers and collect their
feedback.

References
 De Mooij, M. (2018). Global marketing and
advertising: Understanding cultural paradoxes.
Thousand Oaks, California: SAGE Publications
Limited.
 Kaplan, A. M., & Haenlein, M. (2010). Users of the
world, unite! The challenges and opportunities of
Social Media. Business Horizons, 53(1), 59-68.
 Kumar, V., & Reinartz, W. (2018). Customer
relationship management: Concept, strategy, and
tools. Berlin: Springer.
 Mohr, J. J., Sengupta, S., & Slater, S. F.
(2010). Marketing of high-technology products and
innovations. London: Pearson.