In the article, IT Focus shifts to social, brand management, by Ben Rooney, it discussed how brand management is becoming, “one of the most important functions of business computing as companies shift away from simply processing historic data, to seeking out ways to interact with, and to influence consumers.” (Rooney, 2013) Informatica Corpo located in California wants to find a way to facilitate interactions in order to optimize brand management via social media.
This article is important to marketing management because this company is trying to plan and execute a way to find out what their consumers like or dislike via social media. By doing this, they can know who to target as an individual but also affect that same individual. This would then help Informatica Corpo realize pricing and promotion to satisfy the target market of the customers they are trying to reach. When they do this, they will be able to know what their customers want and how to maintain that relationship.
Current marketing management trends that are supported in this article are within marketing planning. The book defines marketing planning as the process produces three outputs: (1) establishing marketing objectives, (2) selecting the target marketing, and (3) developing the marketing mix. (Peter & Donnelly, p.22, 2013) Informatica Corpo is working on brand management but more specifically, selecting a target market. This company is trying to identify their customer’s wants and needs and what must be done to satisfy those wants or needs. They are looking to do this via social media to find out what their buying patterns are. Also, over the years, the internet has become a huge factor for marketing management because it is a huge way for businesses to connect/interact with customers.
The most important information is something I have briefly discussed in previous paragraphs. Sohaib Abbasi,