New Information and Communication Technology - Essay Example

New Information and Communication Technology (NICT) has made dramatic changes in the contemporary society and economy and has either directly or indirectly affected businesses across the spectrum. The internet in particular, which can be loosely defined as the world-wide interconnected network of computer networks (Strydom 2004), has brought about sweeping changes in ways organisations conduct business that can be advantageous to both existing and new organisations if properly harnessed. Basically, the power of the internet lies in its ability to provide an easy to use communication channel to various individuals and corporations, information on almost every subject is readily available and it facilitates the conducting of various activities such as personal selling, account payments, advertising, publicity and even sales transactions among others With our focus on marketing, it must be borne in mind that the new information and communication technology has revolutionised the ways of marketing communication and doing business. The advent of the internet has brought about new features that make communication relatively easy and can reach a wide range of people located in diverse geographical areas. Digital communication via the use of the internet is very fast and effective. In terms of Marketing, Kotler (1998) calls this online marketing. Various companies have set up their online channels where marketing information about their products can be readily available from time to time. The internet is a medium that uses broadcasting and publishing with the aid of connectivity of computers that are online. Unlike other traditional forms of media, the use of the internet can facilitate a two way communication between the participants involved. In this case, both the marketer and the consumers have a direct link which makes it relatively easier for the marketer to identify the needs and interests of the consumers. Thus, according to the marketing concept, marketing managers should try to identify the needs of their customers as well as satisfy them. In some instances, these customers are isolated and located further apart but their needs have to be satisfied which prompts the managers to undertake research in a bid to keep pace with the changes taking place in the market. Strydom, (2004 p86) defines marketing research as, “the systematic design, collection, interpretation and reporting of information used to help marketers solve specific problems to take advantage of marketing opportunities.” In undertaking this feat, the use of the internet is very significant in many ways. The internet serves as a vehicle for collecting data, it can be used to distribute information and can be used as a medium of communication and more importantly, it aids in project management should the managers decide to embark on certain projects in response to market research. Compared to other forms of communication media, online marketing through internet use offers a variety of benefits to both the marketer and the customer. It is convenient, lots of information can easily be accessible without much hassles. It does not limit especially advertising space and can reach multitudes of people at the same time. It allows marketers to communicate with both new and existing markets in an integrated way that is beneficial to both the customers and the marketers. The internet can play a cost effective role in the communication mix where direct selling can be made possible through engaging dialogue between the marketers and customers. Advertising is also aided where awareness of product can be easily done through interactive involvement aided by the use of the internet. During the contemporary era, the concept of globalisation has liberalised trade among nations and ICT has substantially changed the ways of doing business. There is need to gather information about global markets before embarking on investing in them. For instance, reaching global markets in particular requires concerted efforts such as making use of modern communication technology such as the internet which is accessible to a wide range of people especially during the contemporary period. Use of the internet can be used as an effective communication strategy that would be aimed at targeting particular groups of people likely to be potential customers. This endeavour calls for precision on market segmentation which is defined as the process of grouping people into segments on the basis of their interests, level of income, age and even geographical location, Kotler. (1999). There is need to identify the targeted audiences which can make marketing relatively easier as the company would know its specific target group hence easy to reach them even globally. Therefore, to penetrate especially global markets requires the use of modern information and communication technology such as the internet which can be easily accessed by everyone. Specially designed websites carrying product information should be fully utilised as a way of captivating the attention of as many people as possible. Berry (2001) refers this as pull communication strategy which attempts to create interest among potential buyers. It is also highly recommended that any organisation ought to use the web which is an affordable environment to use for both the user and the supplier of information and other related services. Basically the web allows you to customise your information to meet the needs of each individual customer. Another advantage of using internet based technology which is recommended is that, firms can integrate their businesses with those of suppliers. This can be achieved through integrating various communication tools and streamlining them into one entity with the aid of advanced communication network such as the web. Therefore, an integrated marketing communication plan is more ideal during the current period. According to Cant M. (2000 p.285), an integrated marketing communication can be defined as, “a concept of marketing communication planning that recognises the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines such as advertising, personal selling, sales promotion, direct marketing, public relations, sponsorship.” These often are combined to provide consistency, clarity and effective communication. Mass techniques like advertising, sponsorship and publicity for instance can be effectively used as communication strategies which often start at corporate level. It is relatively easier to integrate these tools with the aid of the internet. In view of the argument outlined above, it should always be realised that the internet does not change the marketing fundamentals but only provides a new channel of reaching the customers. Its use can be effective if the company is able to harness it to identify the target markets. This is then followed by the selection of communication channel that can be used to convey the message to the customers. This is where the internet comes in handy. The message is then tailored in such a way that will make a distinction between the company and old rival competitors already in the market. A close analysis of the discussion above shows that ICT play a central role in the day to day operations of any business. Against this background, it is highly recommended that any organisation that has underscored to invest in this positive development ought to properly plan and ultimately manage all the processes involved in disseminating information with the aid of new information and technology. Careful planning is very essential before rushing into posting information that may not appeal to the intended customers. Internet marketing mainly relies on the use of the web which is carefully designed to provide all the necessary information about the product and the company itself. In this case, the marketer has overall control over the information that would be posted on the web hence, this website must be carefully planned and designed as a way of enticing the customers to visit it. Planning also involves identifying the information that ought to be communicated to various target groups. This information ought to be precise and clear for easier understanding by the customers. The use of website has a provision which allows a two way communication flow of information. The targeted clients can directly communicate with whatever organisation that is promoting its product by posting feedback or their own views pertaining to that product. Therefore, the company website needs to be closely monitored to give timeous responses to queries that may be raised. It must always be borne in mind that we are in a dynamic world where everything is subject to change without any warning. The ICT takes a leading role in such scenarios hence the company websites must be carefully managed to provide updated information on any changes that may suddenly take place in the market for the benefit of the customers. It is therefore, recommended that each company must carefully manage its own website. Over and above, it can be concluded that the success of the marketing strategy employed by any company is often determined by the effective use of modern communication technology such as the internet. The internet is advantageous in that it is instantaneous, easy to use and can reach millions of people at the same goal. Basically, the new information and technology is a viable tool that can be effectively used to satisfy the needs of the customers at relatively lower costs compared to other conventional ways of communication. References Berry T. & Wilson D. (2001), On Target: The Book of Marketing plans. How to Develop and Implement a Successful Marketing Plan. Palo Alto Software, Inc USA. Brewster, C. et al (2003), Contemporary issues in human resources management: gaining a competitive advantage, 2nd Edition, Oxford University Press, NY Cant M.C. (2000), Marketing Management, 4th Edition Juta and Co Ltd, SA. Kotler P. (1999), Kotler on Marketing: How to create, win and dominate Markets, Free Press, London. Strydom J.(2004), Marketing, 3rd Edition, Juta & Co Ltd, SA. Smith P.R. (1999), Great Answers to Tough Marketing Questions, Kogan Page, UK. Understanding globalisation Retrieved on 24 Feb. 09 from http://www.etu.org.za/toolbox/docs/development/globalisation.html Read More