Information technology affects everything such as product production, transportation, raw materials, consumers, prices, time, and workers. It will make the product reach the consumer, in good quality and desired quantity, quickly and at low cost.
Technology has expanded production opportunities and media offerings, as well as providing a whole new way of looking at existing marketing. This has resulted in changes to how marketers convey information to customers, as well as how and when customers receive the information to capitalize on this ever-changing environment. Marketing and information technology functions must work together strategically.
In the era of the global, consumer-focused, and quality-driven business point of view, marketing regulation plays a central role in the formulation and implementation of corporate strategies. This has placed great demands on the discipline’s primary functions of; communicate these efforts to customers, design and implement responsive marketing strategies for goods and services, and learn about customers and their needs.
At present each and every one of the companies wants to go global, for this reason they carry out the commercialization of their products in other countries using the computer medium. IT plays a vital role in the globalization of the business and the most popular means for globalization is the use of the Internet. In a Marketing field, most of the work is done by computer, so we can say that IT is the essential factor of marketing.
Information technology can provide considerable benefits in marketing. However, the successful use of IT involves the integration of IT planning and marketing planning. This means that:
– The use of IT is led by the Information Systems Strategy; Y
– This strategy is reproduced in the established information systems.
The value of IT as a potential source of competitive benefits is clearly recognized. But the strategies of marketing information schemes are obviously not reflected in existing information systems. For example, databases that helped improve customer service were rare despite the fact that specialization and customer focus were emphasized in marketing strategies. This indicates that IT may not have been used to its full potential in marketing forever.