Digital Marketing

The purpose of marketing is to collaborate on price, promotion, and distribution in a way that will create satisfaction with both the company and customer (Hair, Bush, & Ortinau, 2009). Marketing is viewed by some as a way to eliminate uncertainty. The uncertain risk factor is concluded from a lack of information about the customers concerning purchase history, dislikes with products, and even satisfaction ratings (Hair, Bush, & Ortinau, 2009). To eliminate risk companies capture data through various platforms and alternative means. The information is then processed in data warehouses that gathers the multiple streams of inputs and combine them into a single source (Hair, Bush, & Ortinau, 2009). It is from this practice the business is able to establish a customer profile. The profile is used to establish relevance of price, product, and promotion for the market design (Hair, Bush, & Ortinau, 2009). In addition to its usage for reducing uncertainty customer profiles are also used to establish strong customer relationship. The collected data is processed in the warehouse and then available for information technology to address the business particular need. For instance some business use reward system that capture customer sales history and calculate points for them to redeem discounts and prizes. This is a general example of employment for the extremely complex technical industry. Information technology offers a vast curriculum of opportunities for business to exploit and use in its daily operation. Reference Hair, J. F., Bush, R. P., & Ortinau, D. J., (2009). Marketing research: In digital environment (4th ed.). Boston, MA: McGraw-Hill Irwin.