Information technology affects everything like producing products, transportation, raw materials, consumers, prices, time and workers. It will make the product reach the consumer, in good quality, and desired quantity, fast and at a low cost.
Technology has extended producing opportunities and media offerings as well as providing an absolutely new way to look at existing marketing. This has resulted in changes in how marketers shove information to clients as well as how and when customers receive the information to capitalize on this ever-changing environment marketing and information technology functions need to work together strategically.
In the era of global, consumer-focused, quality-driven business perspective, the regulation of marketing plays a central role in the formulation and implementation of corporate strategies. This has placed great demands on the discipline's primary functions of; communicating these efforts to customers, designing and implementing responsive marketing strategies for goods and services, and learning about customers and their needs.
At present each & every company wants to be globalized, so for this reason they do marketing of their products in the other countries using the IT medium. IT plays a vital role in the globalization of the company and the most popular medium for globalization is 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 may provide considerable benefits in marketing. However, successful use of IT involves the integration of IT planning and marketing planning. This presumes that:
– The use of IT is led by Information Systems Strategy; and
– This strategy is reproduced in the established information systems.
The value of IT as a prospective source of competitive benefit is clearly realized. But marketing information schemes strategies are not clearly reflected in the existing information systems. For example, databases assisting improved customer service were uncommon even though specialization and customer focus were emphasized in marketing strategies. This indicates that IT may not have ever been used to its full potential in marketing.