What if technology made marketing obsolete, what if technology enabled all 4 P’s of the marketing mix to happen with very little intervention from us marketing folks? We are not at that point today, but marketing technology is moving us closer to that point. We already have the technology to support monetary transactions (price) at any time or place. Services like Boku a mobile phone becomes a cash register, enabling users to tap a purchase that is charged to their mobile bill, no credit card or bank account involved. A similar service connects your mobile purchase right to your credit card Phoneswipe. SIM cards can even be used to transfer funds without a mobile device. In fact this technology in combination with cell phones is used by Givedirectly to send funds directly to individuals in Kenya and Uganda while keeping their marketing costs extremely low. Goodventures is a new foundation that just matched Give Directly’s campaign with a $5million dollar match of funds.
In combination with price (place) is also no longer a physical entity. We can purchase items at GAP while driving down the New Jersey Turnpike, okay that is my example. But the same goes for nonprofit’s. While riding on Amtrak I read an article in their branded magazine Amtrak Arrive, and immediately decided to donate to the cause, Oklahoma Humane Society. So at any place, anytime a nonprofit now has the ability to send a message and receive a response. Social media like Facebook and Twitter have made this possible as conduits of direct-feed information, real-time information and taking word-of-mouth (promotion) to a whole new level. One last marketing-mix P to mention is Product. When it comes to nonprofit’s most offer products in the form of a service, providing aid, support, learning a skill, caring for animals, children, homeless (vulnerable populations), or encouraging a change in behavior such as quitting smoking. One organization we mentioned in a previous conference is Blackbaud which manages to deliver solutions for all aspects of the marketing-mix.
The internet has allowed people to come together in many ways, one pertaining to nonprofit’s it the ability to volunteer. No when the mood strikes you to help out it is easier than ever to find a nonprofit that is looking for your help! One such site is Volunteer Match it provides the opportunities to find volunteer situations at some of those very nonprofit’s you found locally in the first conference.
What about those databases used in marketing, how is that data gathered? Here is an excellent Wall Street Journal article about data Gathering that data for databases. If you are not in the mood to volunteer, perhaps you are in the mood to donate money to a charitable organization. And now the decision to support or even create a charitable source is easier than ever thanks to crowdfunding. The technology that has enabled target audiences and the general public to support a cause, makes donating funds an efficient and easy process. Here is additional information on this subject that you should know about Market research and crowdfunding.
I could not resist ending this Topic on the discussion of social media and how it has affected one aspect that students might find meaningful, college admissions, this is a very interesting discussion of that subject Social media and college admissions.
Technology – the branch of knowledge that deals with the creation and use of technical means and their interrelation with life, society, and the environment, drawing upon such subjects as industrial arts, engineering, applied science, and pure science. The application of tools and methods: the study, development, and application of devices, machines, and techniques for manufacturing and productive processes.
Database – a comprehensive collection of related data organized for convenient access, generally in a computer.
Market research – the gathering and studying of data relating to consumer preferences, purchasing power, etc., especially prior to introducing a product on the market. Also includes focus groups, interviews, data analysis, and surveys. Research can be qualitative (behavioral – attitudes and beliefs about an organization) and quantitative (numerical – using quantifiable information that can be mathematically manipulated to predict future results or quantities).
Social media – forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content.
Electronic data capture -Use of point of sale terminal (or a specialized software for online transactions) for submitting and validating credit card transactions to a merchant account provider, or some other credit card transaction processor.Digital mapping – a method of preparing maps in which the data is stored in a computer for ease of access and updating spatial solutions.
Content marketing – Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty. Content Marketing Institute
1. Please provide us with one example of how a nonprofit (your choice) might use Snapchat.
2. Go back to the lecture and visit volunteermatch. Share with us an example of a volunteering opportunity near you that interests you. After all, marketers have to try out their ideas to make sure they work!
3. Is there a technology that works best for you? And why? Is it social media? Is it traditional direct mail? Is it visiting a website? In other words, work it backwards, assume your chosen nonprofit is trying to reach you.