A Guide to Marketing and Business Development with Technology

Marketing is the process a company uses to present a product or service to its customers. It involves all the mediums available to communicate product or service information to the consumer. Means of communication include the Internet, mobile devices, radio, television and print advertisements. Other means include promotions and product give-a-ways. Besides establishing a relationship with a potential customer, marketing also focuses on the means to keep the customer in a relationship with the product, service or company. A marketing plan develops the strategy and tactics to help accomplish these ends. Marketing research involves defining the target customer by demographics and buying habits.

What is Branding?

Branding is the means a company uses to establish itself as a leader in the marketplace. A successful branding of a company’s product sets it apart from its competitors. An example of this is Kleenex, a brand name for a facial tissue. When most people need a facial tissue, they use the word “Kleenex” instead. Three types of branding exist, the family name brand, which identifies a company that may have many brands; the individual brand name associated with a specific product and combination brand names that involve the company and the product name.  

What are Copyrights, Patents and Trademarks?

Authors, artists, musicians, photographers and other creative individuals own the copyrights to their created works. This allows them to charge a fee to those who want to enjoy their creative works. The U.S. Government maintains a copyright, patent and trademark department that allows people to register their copyrighted projects so that others cannot use their works illegally. Patents are obtained on inventions that are new or improve on an existing technology or product. The government allows three types of patents: plant species, utility and design patents. Trademarks are symbols, words, logos or graphics that identify a company’s products, goods or services from other products. A company will register a product’s trademark, such as the name “Kleenex,” to protect their intellectual property.

What is Consumer Behavior?

Consumer behavior defines where, why, when and how consumers make a purchase decision. The point of understanding consumer behavior is to arrive at the reasons behind why people buy or don’t buy things. The process mixes together elements of economics, psychology, sociology and social anthropology to help marketing professionals better understand their consumers. Marketing professionals conduct surveys and research into consumer behavior. This helps them to identify the basic demographics of their consumer that includes information about their sex, income, background and other statistical information.

Marketing with Technology

Advances in technology have changed the face of marketing across the board. Just a few short years ago, all a company had to do was put some advertising in the newspaper, magazines, radio or television to get their message across. With the expansion of the Internet and the “mobile” Internet accessible through smartphones, cell phones, tablets and other such mobile devices, marketing has changed.

Using the Internet, marketers use keywords associated with their product so it comes up in search engine results. Another means involves including links to product pages from articles or websites, clickable text or graphic ads placed in strategic locations on websites, free e-books that contain links, downloadable applications that link to specific products and “Quick Response” or QR codes that a person simply scans with their QR reader-equipped mobile device. QR codes are the latest technological development and appear typically as a 1-by-1 inch or larger black and white graphic that looks like a maze. These codes can link to products, websites and more.

Marketing and Technology Research and References


Content Created and Provided By Charlotte Gray



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