Marketing Management
IntroductionModern technologies are being used presently in marketing and will also be used in future. Zara Company is known as one of the biggest fashion company in United Kingdom. The company is perceived to employ different technologies in their operations. For instance, Zara Company uses social media, CRM systems and Smartphones. Using social media will enable Zara Company gain markets and attract customers through sites found on the internet. Examples of social media sites used by marketers include Twitter, Skype, Facebook, MySpace, Instagram, use of Foursquare, use of LinkedIn, use of Yelp as well as using YouTube. All these are sites used by this prominent company to target potential customers. It therefore means that Zara Company will remain flexible to changes in technology by adapting to any new technology in order to attract customers and retain existing ones. This research paper picks on major technological development that has improved and will improve in future the market structure of Zara Company which is widely known in UK.
Use of social media as a marketing strategy in the present and in futureSocial media is recognized as a comfort zone where users are at liberty to share any kind of information with ease. Popular social media platforms include Facebook, Twitter, Skype and WhatsApp. These platforms allow users to exchange information and relate effective even though in different locations. The key objective of social media developer was creating a platform that will allow and ensure relationship among different people. According to(Ferrell, 2014, p.320) social media has become an effective instrument in studying and obtaining marketing studies which enable Zara Company remain successful even in the present and in future. Many people in the social media world share their information freely (Ferrell, 2014, p.321). In social media platform, users have the chance to discuss their challenges and mention emerging events, thus sharing important data. For instance, users might discuss new products in the market. Managers in Zara Company use these sites for advertisement purposes and convince customers to buy their products. This promotes globalization which is one way of supporting marketing globally. According to (Ferrell, 2014, p.320), social media has been proved to be an effective mean of ensuring reach of products to intended customers. Essentially, Zara Company has taken advantage of the social media tools to ensure a wider geographical coverage and reach of targeted clients. According to (Ferrell, 2014, p.321), many organizations are making use of social media to ensure contact with targeted customers and make their products reach a wide range of people. Reaching wide numbers of people ensures success in the marketing industry especially in Zara Company which reaches a wide range of people since clothes are important. Some high developed sites provide platforms that can maintain instant chats with customers and the producers themselves. These ensure effective communication through instant provision of good customer care services.
Smartphone application Usage
Smart phones are the new wave in information technology, the number of people who own and use smart phones confirms this. This trend is clearly revealed among the teenagers where about 70 percent of them in the United Kingdom own smart phones. Smart phone due to its fast speed and mass storage capacity have the ability to house applications, which can perform a number of tasks. Smart phones are able to support applications based on education, industrialization, politics, music, health, fashionable clothes and weather. However, teenagers who are the majority users of these devices, utilize Smartphone majorly for entertainment and social networking (Goldenberg, 2008, p.116). Given the urgency of marketing information, developers have been designing applications that can easily provide required marketing data to users. Most of these applications are incorporated in smart phones including the Ipad. Essentially, the marketing field is making use of smart phone applications to explore diverse issues and concerns revolving around the field. The Ipad in this regard has been proved to be fundamental ensuring digital files for the customers and producers in Zara Company. In order to attract users, developers of Smartphone applications have ensured development of relevant applications that can be used in diverse fields (Goldenberg, 2008, p.116). Presence of numerous applications in smart phones enables the users to conduct diverse activities using the phone. For instance, the user is a position to know the new and fashionable clothes in the market and is able to communicate with manufactures and purchase given clothes and other accessories. This maintains good relationship between the producer and the consumer where the consumer is able to get accurate information about products in the market. Technological advancement in regard to development of smart phones has brought out the issue of good marketing strategies and much time is saved which encourages profits in Zara Company.
CRM systems application
These customer relationship management (CRM) systems utilize technology and are able to ensure that business activities are made possible. The CRMs enables manufactures target prospective customers and look for markets for their products. Marketing capabilities ensure that emails, social media and Smartphones are used in order to attract customers. Information technology has made life for many people easier and less time consuming through simpler ways of accomplishing difficult tasks such as in business, entertainment, health, and education sectors (Pride & Ferrell, 2012, p.221). Customers in Zara Company are able to get marketing information from social media sites. Customers communicate to the well known company by use of emails and phones. Through use of CRMs Zara Company is able to get the customers feedback, complains, and are able to attend them in the right time. All information from the consumers is of importance for producers to take in to consideration. CRMs enables Zara Company learn the customers’ behavior, weaknesses and strengths and are able to tell the customers preferences. Use of these CRMs ensures that modern technology is applied which is most preferred by customers. Through use of CRMs Zara Company is able to know the current and future trends in marketing which enables them have plans that will ensure success in future. Zara Company is concerned with ensuring information technology contributes towards increasing accessibility to marketing information to targeted consumers (Richardson, et al, 2010, p.134). In addition, technology has enhanced work efficiency and efficient customer care. In this case, Zara Company is able to inform customers in time about the new clothes in the market. CRMs are therefore essential to maintain good interaction and communication between the producers and the customers.
Using social media sites in promotion of marketingMajor technological interventions in regard to medical field have had essential effects in research and service delivery. Introduction of diverse social media platforms have ensured interaction and sharing of information. These social media platforms give the users the opportunity to discuss marketing policies, trends in the marketing field and ensure consultation in matters pertaining different markets (Pal, 2012, p.108). The results indicates that various development have been made in the recent past and has greatly influenced the field positively. They include use of various search engines, applications and social media for retrieval of marketing information which ensure profitability and sharing of that information. The social media sites are discussed below which are useful in Zara Company.
Use of Twitter ensures that Zara Company promotes the product on individual basis. Information about the products is portrayed in some messages which users are able to follow. The messages are able to link to Facebook as well as videos (Thomases, 2010, p. 60). The links are able to ensure that customers get to know products in the right time and make right decisions on whether to purchases the product or not. The links ensures that customers interact well with the given needed products. Twitter as one form of social media ensures that advertising is made possible and interaction between consumers and producers made at an individual level. The information is accurate to be used both in present and in future.
Face book
Face book is more detailed and wide compared to use of Twitter. Videos, pictures and wide descriptions are allowed when marketing through Face book. Face book application ensures that there is good communication and interaction between managers in Zara Company and their customers. It ensures that Zara Company is able to get the feedback and complaints from customers on time (Pal, 2012, p.108). Advertising is made possible through use of Facebook commonly an application found in many Smartphones thereby reaching wide range of people.
Foursquare
It is a social networking website where users check location of products in their Smartphones. It enables Zara Company create new pages where information is made accessible to clients. This aims at ensuring customer attraction as well as retention. In this, customers are given discounts, rewards and promotions in order to retain them (Pal, 2012, p.108). This application enables users to get necessary information on business and marketing and ways of solving emerging issues. It ensures goods and products are at right destinations and locations where customers can easily access them when necessary.
LinkedIn is a specialized marketing networking spot which allows organizations to develop profiles for those companies as well as networking with other organizations. This ensures Zara Company creates Twitter and blogs in order to promote their products (Pal, 2012, p.108). LinkedIn is capable of providing accounts that lead to creation of sales thereby promoting investors as well as other partners in the business. This will promote future positive trends in the Zara Company.
Technological advancement has greatly changed the face of marketing (Clarke & Flaherty, 2005). This is because today’s Zara Company’s managers are totally different from those of a decade ago. For instance, they have quite different expectations that differ from the managers from those of a decade ago. The marketing operations in Zara Company have also changed due to the increased technology. It has come to our attention that marketing is growing at a rapid rate. It is essential for today’s marketers to stay on the top of the technology and trends. This is because marketing is changing with technological advancement. A decade ago, many marketers were not introduced to online advertising. However, as the field of marketing is developing there are now capable of advertising their goods online where information about the goods can reach everyone in the globe. Today’s marketers should be in a position to know how social media, video, conversation and other analytical work in the marketing mix (Krafft, & Mantrala, 2010, p.35). There is increased use of social networking site in Zara Company in advertising their goods and services. Thus, social media can be used as a marketing strategy in the present and in future. There are fundamental skills that all future marketing managers needs to have. This is because marketing planning requires one to be ahead of technology. Thus, marketers should be in a position to develop their skills as some of the fundamental skills continue to fall out of demand as technology advances. Future developments in the field of marketing require managers to develop critical thinking. Critical thinking lead to creative thinking that in turns initiates to problem solving (Clarke & Flaherty, 2005). Successful managers should have analytical minds. This is a situation where a marketing manager can be in a position to look beyond of the data that reveals the consumer’s behavior. They should view the trend and patterns of the trade and become more innovative. This in advance will lead to better and successful marketing efforts (Clarke & Flaherty, 2005). Due to the fact that technology will continue to advance and can influence the way marketing is accomplished in Zara Company, it is essential for marketing managers to be tech know-how (Clarke & Flaherty, 2005).
In years to come, customers will be the drive of business outcomes even more than what is happening today. This means that it is essential for Zara Company to meet the needs of their entire customers. However, they cannot be in a position to meet the needs of the customers they will disappear to other marketers. In the future, customers will create product price, as they will drive the business outcomes. Thus, it is essential Zara’s managers to get prepared for future changes in the field of marketing. Internet is believed to be the most powerful tool of marketing. Thus, there is need for marketing managers to prepare for the internet. Additionally, marketers will remain flexible to changes in technology by adapting to any new technology in order to attract customers and retain existing ones. In future to come, pricing will be more essential in Zara Company. Additionally, pricing will be more closely tied to customer’s perceived value. In relation, supply will keep on exceeding the demand. This in advance will help in keeping the prices and inflation low. It is essential for Zara Company to plan for future marketing, as global selling will continue to rise.
It is vital for marketing managers in Zara Company to be able to adapt to technology challenges. This is because; they do not always make marketing easier. Sometimes they tend to be more challenging and thus, it is important for business to be able to cope with these challenges. For instance, technology can sometimes provide false hope, as they are no one who knows which technologies will take off or which one will decline. Thus, it is essential to become more adaptable to any change that can take place in marketing. The fact that new marketing strategies will continue to develop, it is essential for marketing managers especially in Zara Company to be capable of moving with the changing world. Marketing managers should have technological knowledge, as it will help them to judge their performance at review time (Sweeney, 2009, p.307). Additionally, investing in technologies helps to increase Zara’s efficiency and performance.
Online marketing future trendsThe advancement in technology has greatly changed the face of marketing. It has led to online marketing. For instance, blogging is extremely popular across the world. It will also continue to grow in its success in the coming future (Taag, Stevenson & Vescovi, 2013, p.23). It provides the public a voice that tends not to be overwhelmed with too many limitations. It is essential for small business to make use of efficient online marketing tool, as it will increase their market production. Additionally, it will help in increasing market share. In the coming future, video marketing will extremely grow in the field of marketing. Different studies have proved that adding a video a certain website helps to increase sustainability. Video marketing will increase the relationship and interaction between managers and customers. This in advance will help to solve customers’ queries very quick as they are interacting with managers. Additionally, there will be introduction of widgets in the filed marketing. The main purpose of widgets is that they ensure that the targeted market is drawn back to a certain website where he or she spends more time with the particular brand on a dairy basis (Taag, Stevenson & Vescovi, 2013.p 23). Widgets that will be developed in future will have a positive impact, as it will save the user’s time (Taag, Stevenson & Vescovi, 2013, p.23). Additionally, it will help consumers to get all detailed information concerning the products.
One of the potential improvements in field of marketing particularly through technology is market channels technology and potential drivers of modernization or innovation. The offerings of technology modernism improve the interactions and relations between every one of the members of advertising channels and individuals with the ending consumers. The investigation focuses on market channels aim at providing theoretical outline for future analysis and insights which can be carried out to incarcerate the effect and extent of the alterations in the skill. The technological insightful of modernism is examined by captivating into a financial credit and every categories of channel at trade distribution intensity (Tietze, 2012, p.7). This insightful can be divided into a region of innovation in relations with ultimate demands and vertical relations among channels members. The major fronts of modernization in vertical relationships among firms are combined management of supplying activities, logistics and those cooperative activities through elevated level of assimilation between co-workers such as trader managed group management. As regard to relations with last demands, major modernism fields are personality service technologies, online selling, and mobile payments and check out skill (Brownlie, p. 42, 2014).
On the other hand, marketing channel might be seen as upright incorporated, uni-linear structure relating the vendor with the maker through a succession of liaison wholesalers. Frequently, power affairs among channels parts have been basically distorted by the activities of the manufacturers and large sellers in extending throughout vertical incorporation. Market channel has also been referred as vertical advertising system in the place where coordinated leaders appears. Vertical market schemes are informally or formally harmonized allocations channels where their self-determining members effort mutually to attain economies of scale and greater effectiveness. Vertical market systems eliminate the channel conflict which arises from different individual objectives. There are three main categories of vertical market system and every one of it utilizes a different way for setting up influence in the system and leadership (Deffner, 2014, p.14). One of the categories is management where headship is alleged by one overriding member that is influential and large sufficient to organize the performance of the former members with no an ownership risk. Second is contractual where divergence management and coordination are accomplished through contractual agreement among the associates of the system. The third one is communal where divergence management and coordination are achieved by ordinary ownership. In current years, the situation of globalization in which marketplace channels schemes and structure are enlarging is conveying to a more multipart perception of selling channels with reinter intervention, new tasks specializations and multichannel are rising as innovative issues(Deffner, 2014, p.15).
Moreover, increasing search for speed and efficiency in vertical relationship is leading to a convergence of perspectives for those channel related activities such as logistics, purchasing and supply chain management. In addition, innovation in marketing channels become a complex multidisciplinary activities which require interaction and collaboration across various entities within supply chain network with a resulting outcomes which occur at the seller-buyer interface level and substantial portion of the innovation process. This work aims to analyze innovation in marketing channels focusing on the technological issues that can affect its organization and flows (Wu, 2013, p. 34).
ConclusionThe investigation aims to make available a conceptual outline on the base of which potential insight and analysis can be accomplished to incarcerate the level and sound effects of the alterations that arise because of technology improvement. Referring to market channels, the conception of modernism can be out looked in the perspective of double level throughout expressing itself. Conception of innovation can exist as strategic doings for equally distributions and industrial firms. However, it might be also seen as varying development of the financial purpose of the allocations systems. Moreover, innovation approaches from preferences of the firm along the channel that increasingly involve its partners, downstream and upstream of the system they fit in. These originate innovation progressively resolute on the vertical network more than in the firms of individuals. In current years, the innovation development in advertising channels has raised with high speed and intensity, particularly following the alterations stimulated by technology that endorsed the approval of more well-organized organizational solution.
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