A general question within marketing revolves around the ultimate objective: knowing what consumers want – a living and disturbing issue where hope, time and money are deposited.
Technology, among its many applications, aims to resolve this mystery, and for that purpose, numerous advances and methodologies are developed to give meaning to substantial investments.
Information, as a key element in this mission and traditional source of power, is used for countless benefits, regardless of the branch of knowledge or the context on which this is applied. Thus, in the sense that these words are addressed in the market environment, an optimum information management means a strategic asset for the company.
As addressed in the framework above, a speciality is raised over all the knowledge areas: the marketing defined by P. Kotler (2009) as a “social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value with others”.
The same author considered the father of modern marketing proposed a new approach to reach the consumer in 2010. A phase referred to it as Marketing 3.0, where technologies, problems arising from globalization and people’s interests in showing their creativity were included.
If the emphasis is placed on the first key points of this phase (the tactic), it would be necessary to emphasize what the science has to say about that. From the first tool of massive diffusion – the printing press with some types of mobile devices developed by Guttenberg in the XV century (1450) – to the digital communication – the branches dedicated to natural, physical and technological knowledge – have contributed to doing their bit.
In this field, marketing, whose roots are extended into the Early modern period, is added in the analysis of the nervous system to shed light on this question. In this way and being adapted to this field, it is talked about marketing science when referring to the application of a group of techniques as a result of the study of the human behavior, which analyzes the information, increasingly demanded by companies.
But… What is it used for?
The treatment of strategic information allows a better capacity of reacting, flexibility, maneuverability and adaptation to the market, consumers and competitors. Thus, determining the competitive position which improves the optimization of the product and service offers, and taking into account the intended target audience and the needs of managing processes to allow identifying or generating significant and useful information to make strategic decisions.
To sum up, the marketing science optimizes the compression of information and strategically and efficiently makes possible its use. Thus, encouraging better management of expectations to benefit the communicative process with the target audience, as well as improving the knowledge of the (potential or current) client. The use of commercial research techniques and marketing analysis are needed for a better focus on the goals and optimizing the design strategy in terms of precision and reliability to achieve such goals.
Further, this new discipline helps companies to better define the different actuation plans and serves as a bridge to develop a measurement model of actions developed under the umbrella of the marketing. Everything is possible when obtaining information from primary sources, which come from the consumer, and secondary ones, which come from databases.
Finally, having the possibility of joining efforts with a high level of satisfaction in a context of high competitiveness and using the current tools offered by the marketing science, allows companies to cross the traditional border of quality and work out a direct, segmented, defined and certain business message.
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