ABSTRACT
Electronic mail or e-mail is a method of sending text files from one computer to another in seconds. Messages can be sent and/or received by setting up an e-mail account with an Internet service provider
It can be used as more than a messaging service because text, graphics, video and sound can be sent and received across the Internet
E-mail can be sent to lists of customers in the same way as a mailshot can be sent by post. E-marketing is a useful promotional tool, especially for reaching named B2B customers. It avoids the paper and mailing costs associated with mailshots. However, effective e-marketing usually involves professional designers so that the e-mailshots stand out and communicate effectively
Online shopping transactions are becoming more popular as more people are connected to the Internet and as they become more confident about the security associated with making online payments
E-business is less about online transactions and more about making it easy to do business with customers, e.g. banks enabling customers to look at their accounts and do online transactions, or estate agents allowing prospective purchasers to do 360 degree virtual tours of houses before they actually visit a property
E-commerce is about helping organizations and their suppliers do business together conveniently. This can help them source parts, reduce waiting times for stock, create inventory efficiencies and enable fast exchange of paperwork
n Automated switchboards are now within the reach of even the smallest firms
n Voice mail can enable companies to deal with large volumes of calls
n ISDN allows the faster transfer of large documents than was possible on normal telephone lines and can be used for video conferencing
n Mobile telephone technology is becoming more powerful as they are used to access e-mails. Wireless Application Protocol (WAP) phones can be used to access the Internet
n 3G mobile technology enables videophone calls and will make online transactions easier
n SMS text messaging has become a valid tool in customer communications. For example, it is used as a very quick and cheap method of communication by estate agencies wishing to inform prospective purchasers of suitable properties that have come to market
Digital technology for radio and television means improved sound and picture quality and also enables interactivity
‘Tell me more’ buttons enable people to find out more information about products/services, so that there is a move to more ‘permission marketing’ practices as organizations realize that intrusive methods do not always work
n This unit has focused on how ICT is being used to improve customer communications
n It looks at the role of the Internet generally and more specifically looks at how websites, e-mail and e-commerce are changing the way that organizations communicate and do business
n The unit also looks at changes in telecommunications and the use of digital technology in relation to customer communications
n For assessment purposes it is essential that you can answer questions that are set in the context of ICT but may relate to other areas of the syllabus – so it is about understanding the whole context of ICT in relation to customer communications
n Ensure that you are familiar with up-to-date case study examples about how ICT is used and be sure that you can answer questions that relate to the use of ICT and relationship marketing
Go to www.cimvirtualinstitute.com and www.marketingonline.co.uk for additional support and guidance
