Friday, June 17, 2011

Week 11: MK225 Internet Marketing

Discussion Question:
“All sufficiently advanced technology is indistinguishable from magic.” 
-Arthur C. Clarke
Identify 2 ways you expect information technologies to change in the next 10 to 20 years. Be sure to think broadly and creatively. For each idea, also discuss what opportunities/challenges it raises for marketers.

Discussion Answer:
With technology updating itself everyday, it is difficult to determine how Information Technologies (IT) would actually change in the next 10-20 years. That being said, the first way IT would be different in the future is the speed and availability of information. I believe at some point we can sit down at any computer and get our the information we need off of our computer. The second way I could see the IT changing would be more, if not most books being strictly digital. Book reading devices are all the rage now and with bookstores closing and newspapers folding it is merely a case of becoming mainstream.

Assignment: Question:
Customer complaints have been around as long as there have been customers. In the pre-Internet era, customer complaints were generally kept between the customer and the business. Complaints could be spread via word-of-mouth, but the reach of the complaint was minimal. In today's environment, customers have many more options to get their complaints voiced to the larger public. For an example of a complaint on the Internet, go to Search for the "Open Letter to Apple" video (LINK). There are many other complaint videos on this site. How would you as a marketer address this type of situation? Should this type of complaint be addressed? What is a strategy you could use?

Assignment Answer:
As a marketer I would address a customer complaint posted via YouTube by first contacting the individual directly to further investigate their complaint beyond the content of the video. I believe issues like this should be addressed because they are a customer who has an audience and by responding could effect the way his followers interact with our product. The strategy I would use would be to urge the individual to post a follow-up video giving the resolution we provided to them. If they do not do so, we would release a written or video response on the video’s YouTube page. 

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