Day Three: Mark
Today, I met with Jenny Hertzig, the marketing coordinator for BCG & Company. She is really the only one who works on the marketing for the accounting and HR consulting practices, so she has a lot of responsibilities. I learned a lot about the social networking aspect of marketing a business. This firm uses many sites such as Facebook, Twitter, and LinkedIn. LinkedIn is a social networking site for business professionals to meet and discuss certain issues that they may be able to help each other out with. People can also connect with long-lost friends from school who are now out in the business world. The most important aspect, however, is informing people about your company, finding new employers or employees, and looking for possible new clients. I had never heard of this professional networking site, but now I have my own profile on there. It will become much more relevant and helpful to me as I progress through college looking for internship opportunities during summer. By the time I graduate college, many of my peers will have joined this networking site as well.
I also learned about the marketing outside of the social networking systems. The BCG website was completely redesigned last year, and she monitors it to see what parts of it people visit the most. By using the data she collects from internet sources that tells her what people have been looking at on the BCG site, she can make changes to optimize potential customer satisfaction. Although much of the advertising is done over the internet, some marketing is still done through print sources. One major place that companies use to advertise is the yellow pages. BCG has decided to use less print sources because they are unsure if they really attract many new customers. Jenny found that spending large sums of money to keep their face in the phone book may be unnecessary. Instead, they advertise on sites such as Google. When a person browsing the internet types in a search for something such as ‘business valuation advice,’ they will probably see an advertisement for BCG & Company on the right side of the web page. There are many new ways to advertise, so companies must stay current with technology to effectively market themselves.
