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Information, which refers to a data that is accurately, timely, specific and organized for a purpose should lead to a better understanding of the uncertainties. For a company to have a closer monitoring of its operations, it has to maintain a proper marketing database. Marketing database according to Courtheux (1992) refers to comprehensive collection of interrelated data serving multiple applications, allowing timely and accurate on-demand retrieval of relevant data in addition to having a date management system independent of applications. Shirky (2008) argues that prior to introduction of interactive marketing through online, business owners would analyze their consumers by assessing their needs once they visit the supermarkets and convenience stores.

However, improvement in information systems has positively impacted on the way businesses interact with the consumers and other stakeholders (Birn, 2004). The eight elements that make up the heartbeat of any organization include identifying organizations best customers, targeting offers, cross selling, suggesting forms of contact, response handling and fulfillment, interactive marketing, identification of best prospects and channel support. Within an organization, these elements play key roles as discussed below; As firms aim at expanding their customer base and improve customers’ loyalty, information is applied in promotion and customer care.

In this way, consumers are made aware of the new products in the market while at the same time an organization is able to handle the problems faced by clients (Watts, 2003). Customers are vital assets in any organization. Dann and Dann (2003) indicates that by initiating timely information that touches on benefits of brands, new prices and outlets and requesting for feedback, firms are able to create strong relationship with the customers. In this way, such consumers can use the social media tools to share about such relationships leading to increased number of customer and bigger market. Information enables marketing communications which further enhances brand awareness among the potential consumers (Van Dijck, 2013).

Based on the global usage of social media, marketing communications can now reach any part of the world unlike in the traditional marketing where such information was limited (Shaw, 2012). Likewise, the information can aid decision making process for example by redesigning the brands to meet the feedback provided by

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  • Pages: 10 (2500 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Ph.D.
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