Podcast transcript: Information Communication Technology in Marketing

[TechnoIntro 2 secs.] “31163_hello-flowers_dusty-piano-loop-5” from freesound.org.

Hi I’m Katelyn Jackson and this is Information Communication Technology in Marketing

Information communication technologies, which is also known as ICT, refers to technologies that provide people with information and facilitates effective communication (Kanvaria, 2012).  Originally ICT was only seen as another term for IT, however, over time it has transformed and now also incorporates the idea of unified communication, which is communicating in real time (Murray, 2011). ICT is also said to be the integration of computers, telecommunications, middleware and data systems, which support store and transmit communication between systems (Oshunloye, 2009).

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There are several different types of ICT, used in society today, which are involved in storing, retrieving, manipulating, transmitting and receiving information electronically in a digital form (Riley, 2012). These technologies range form things involving data storage devices to personal computers to Internet and mobile networks and even this podcast (Oshunloye, 2009). An examples of ICT that is particularly having a major impact on society are instant messaging software and devices, which allows people to over come distance and communicate in real time (Oshunloye, 2009). This digital technology is facilitated by several other ICT’s, including Internet and mobile networks and computing and mobile devices (Oshunloye, 2009). The Internet is another ICT that is particularly important and prominent in society today as it allows people to access information and provides platforms to enable communication at any time (Rao, 2001). There are many many more ICT’s in society today and there will no doubt be more to come, as this is an area that is under constant development and is growing and changing at a rapid pace as new technologies are being invented (Kanvaria, 2012). However it is important to note that while each of these new individual ICT technologies are important and are changing the way society is communicating, the greater importance of ICT lies less on these technologies in themselves and more on its ability to create greater access to communication and information (Rouse, 2005).

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Over the past few years’ information communication technologies are increasingly being adopted and are spreading rapidly through society (Morshid, 2009). This spread and uptake in ICT is largely due to the Internet and mobile devices (Morshid, 2009).  Both of these ICT’s are spreading through society as governments have put in place initiatives to expand access to the Internet, broadband, and mobile networks, as well as placing a heavy reliance on these technologies as effective communication and information systems (Ogunsola, 2005). Therefore the use, uptake and reliance upon these technologies has increased as the majority of first world countries and developing countries, have access to or are gaining access to these ICTs (Morshid, 2009). Therefore with such a high usage and adoption rate of these ICT’s there is, or shouldn’t be, any surprise that marketers are using ICT’s in their marketing plans and campaigns.

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ICT are having a huge impact in all aspects of the marketing profession from market research all the way to promotion and consumer interaction.  Several ICT’s are being used by marketers in the market research stage. This includes the use of the Internet, to gain valuable information on consumers and competitors, as well as various computer programs that allow marketers to analyse data that has been collected (Leenders & Mark, 2003).  Marketers also use large computer storage systems to store information on their customers in their database (Ryan, 2011).  ICT’s are also evident in the distribution stage due to the development of the Internet and digital devices such as computers and mobile phones (Oshunloye, 2009). These ICT’s allow consumers to shop online from any location at any time, thus eliminating geographical distance and time (Oshunloye, 2009).  The area of marketing that ICT’s are possibly having the most impact on is promotion. ICT’s have provided so many new mediums for marketers to advertise on, ranging from Internet banner ads, to instant messaging through SMS and social media sites (Ryan, 2011). However, not only is ICT’s providing marketers with new platform to advertise on, but they are changing the style of campaigns that are being created as more and more campaigns are using ICT’s to create interactive experiences, much like the Coke ‘Unlock the 007 in you’ campaign did (Brown, 2012). This campaign uses several ICT’s such as digitalized vending machines, computer devices, audio and visual systems and YouTube, just to name a few (Brown, 2012). In addition to this markets are finding new ways to manage consumer interaction through the use of social media sites.

Information communication technologies are having a significant impact on the marketing profession. With new ICT’s being constantly developed the landscape of marketing will continue to change, as marketing evolves when technology evolves (Brady, Brookes, Fellenz, 2006). While this may be very exciting for marketers and presents them with new opportunities it also raises a challenge of determining which ICT’s will actually prove to be beneficial and effective.

This has been “Information Communication Technologies in Marketing.” To see a transcript for this podcast go to katelynjackson15.wordpress.com. Thanks for listening.

[TechnoIntro 2 secs.] “31163_hello-flowers_dusty-piano-loop-5” from freesound.org.



Brady, M., Brookes, A. & Fellenz, M. R. (2006). The history of the IT in contemporary marketing practices (CMP): The challenge and opportunities for reframing the ICT dimension within the CMP framework. Retrieved from http://scholar.google.com.au/scholar_url?hl=en&q=http://citeseerx.ist.psu.edu/viewdoc/download%3Fdoi%3D10.$3Dpdf&sa=X&scisig=AAGBfm0_yZ7HM3ELyLIXaYSoSgJOa2gmeQ&oi=scholarr&ei=pGWcULDWBY6ciAe0woDABw&ved=0CB8QgAMoADAA

Brown, E. (2012). Coke zero ad to ‘Unlock the 007 in you’ goes viral. Retrieved from http://www.zdnet.com/coke-zero-ad-to-unlock-the-007-in-you-goes-viral-7000006144/

Kanvaria, V. (2012). Information technology Web 2.0 Tools for evaluation. Retrieved from http://scribd.com/doc/100215720/Vinod-Kanvaria-ICT-for-Teachers

Leenders, B. W. & Mark, A. A. M, (2003). The effectiveness of different mechanisms for integrating marketing and R&D. The Journal of Product Innovation Management, 19(4). 305-317. Retrieved from http://onlinelibrary.wiley.com/doi/10.1111/1540-5885.1940305/abstract

Morshid, S.A. (2009). Measuring the information Society. Retrieved from http://www.itu.int/ITU-D/ict/publications/idi/material/2009/MIS2009_w5.pdf

Murray, J. (2011). Cloud network architecture and ICT. Retrieved from http://itknowledgeexchange.techtarget.com/modern-network-architecture/cloud-network-architecture-and-ict/

Ogunsola, l. A. (2005). Information and communication technologies and the effects of globalization: twenty-first century “digital slavery” for developing countries – Myth or reality?. Electronic Journal of Academic and Special Librarianship, 6(1). Retrieved from http://southernlibrarianship.icaap.org/content/v06n01/ogunsola_l01.htm

Oshunloye, A. O. (2009). ICT in Marketing: A study of the use of internet and mobile phones in five selected companies in Dublin. Retrieved fromhttp://www.bth.se/fou/cuppsats.nsf/all/e64c9cb579a36be4c125760e00498621/$file/PDF%20-%20THESIS%20-%20ICT%20IN%20MARKETING.pdf

Rao, P. M. (2001). The ICT revolution, internationalization of technological activity and the emerging economies: implication for global marketing. International Business Review, 10(5), 571-596. Retrieved from http://www.sciencedirect.com/science/article/pii/S0969593101000336

Riley, J. (2012). ICT – What is it?. Retrieved from http://www.tutor2u.net/business/ict/intro_what_is_ict.htm

Rouse, M. (2005). ICT (information and communications technology – or technologies). Retrieved from http://searchcio-midmarket.techtarget.com/definition/ICT

Ryan, V. (2011). Why information communication technology is a vital marketing tool. Retrieved fromhttp://www.technologystudent.com/prddes1/ict1.html


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