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Effects of Technology On Marketing
Effects of Technology On Marketing
MARKETING
By Group 4
Noman (51518)
Research report
at IQRA University,
The purpose of this study is to evaluate the relationships between digital technology,
tangible/intangible assets and marketing capabilities to gain more insight into the factors related
to small- and medium-sized enterprises growth. Based on the resource-advantage theory, this
research addresses the question “to what extent does digital technology influence marketing
New technologies have revolutionized nearly every aspect of human existence, including the
ways that firms market products and services to consumers. Along with now familiar innovations
like the Internet, greater computing capacity, mobile devices and applications, and social media,
more radical innovations are emerging. Related to artificial intelligence (AI), the Internet of
Technology refers to the gathering of tools that create it easier to utilize, generate, direct and
swap information. Technology refers to the information and consumption of tools, methods and
structures in order to provide a superior purpose like resolving troubles or making life easier and
better. The growth of innovative technology is succeeding speedily. Today service bringer
needs to assemble all the domestic energies regulated to face the rising rivalry and an altering
market surroundings. Companies are facing new challenges in requisites of enduring firm
recognized through low price, when the customer gets what they predicted to get, and when the
product superiority imitates the price that was paid. Customer’s technology willingness plays a
significant role in manipulating firm performance, customer supposed value and customer
reliability.
The development of digital marketing is inseparable from technology development (Ismail et al.,
2021). Companies want to realize their customers' improved and widen new ways of associating
with customers using a variety of interface tools such as mobile or collective technologies to
gather information and get information about customers. Technology and market-based
modernization varies in both the technology and the market proportions. On the technology side,
the former frequently signifies modern technological progress. Technology based modernizations
that basically modify the technological path and improve customer benefits are called “essential
modernism”. Innovations emerging in technology, data storage, analytics, and solutions highlight
opportunities for marketing practitioners to create, communicate, capture, and deliver value for
and with their customers (Grewal et al, 2019). Today scientific advancements representing
progressive expansion are rising to build use of technology’s competitive advantage. The the
convenience, price, service quality, self-efficacy and value are the factors affecting consumers’
To study the changes or impacts occurring in the market and marketing strategies due to the
advancement in technology.
1.4 Research Questions:
organization?
5. To what extent has the use of technology in marketing impacted buyer behavior in the
current era?
marketing strategy.
7. What is the impact on organization sales on companies who refuse to utilize the
8. How has the use of technology influenced the competition in the industry?
9. What are the positive outputs in adapting to the technological change in marketing of the
company's products?
Marketing research is one of the most important factors that can help you succeed in any
business. There are steps you can take to achieve success rather than just a few steps toward
success. What exactly is market research and why is it important for the success of your
business? Marketing research involves researching a variety of topics that will be of benefit to
your company over time. For example, we will better know our customer base.
Businesses can now easily access their customer base through web statistics and social media.
People on the Internet are often willing to share their research and information online, which is
very helpful for market researchers because research has already been done.
This study will also help us learn about the expectations of your customers in your product. You
can learn what motivates your customers to choose your product over another by doing market
research. As a product, you should always be aware of market trends. We can improve our data
with the help of market research. What your customers want in your product: this will help you
set your standards. What changes can you make to please your customers?
1.7 Definition of Key Terms
Hotmail etc), several categories of display marketing (as well as web banner marketing), and
mobile marketing. Similar to further promotional media, online marketing often engages together
a publisher, who combines ads into its online at ease and an advertiser, who offers the ads to be
A technical change (TC) is an increase in the outputs that can be produced with a given amount
of inputs via the processes of invention, innovation, and diffusion. In terms of marketing, it
refers to the concept of upgrading existing technologies and developing new ones in order to
LITERATURE REVIEW:
Effects of technology in marketing are apparent. This study compiles the thorough understanding of
effects, causes and benefits. Moreover, this study concludes the concrete understanding and revolution
that marketing has seen with technology. Furthermore, the effects of technology on marketing and
evolution of data. Effects that have brought the immense amount of data to marketers and the potential
breach of data that are exploited in Digital Political Campaigns, Non-profits, and fundraising campaigns.
The background of study covers all causes, benefits and effects of technology in marketing.
Keywords: Technology, Marketing, Data, Buyer Journey, Advertisements, Revenue, Sales.
Marketing 1.0:
The industrial revolution that had still not been considered as the age of information technology. Yet
Marketing 1.0 emerged at that time. It was the very beginning of marketing without technology
interference. Marketing 1.0 was mainly based with humanistic touch with basic banners to hand written
pamphlets. The core concept hadn’t been revealed as the industry took the first ever revolution.
Regardless of the emergence of basic marketing, the gap was still apparent that technology had to fill.
2005 turned out to be the most successful marketing year. When the Email and website (WWW.COM)
emerged and revolutionized the whole world with the announcement of web 2.0. Marketing 1.0 lacked the
Marketing 2.0:
With the emergence of technology, marketing 2.0 is deemed to be the most powerful tool to generate
income. Marketing 2.0 came up with technological innovations like the Internet, TV and 2 dimensional
visualizations. The Internet worked like a voice to organizations. The Internet had provided the quickest
reach to the customers. TV provided the most enticing way to show your audience a product or services
across the world. Technological emergence gave a first step towards the revolution of marketing to
developments on marketing activities. Kırıkkale Üniversitesi Sosyal Bilimler Dergisi, 8(2), 621-640.
Marketing 3.0:
Marketing 3.0 is an advanced version. Consistent technological revolution has changed the way of
marketing and contributed to the success of Marketing 3.0 which is interpreted as digital marketing.
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 3.0: From products to customers to the human spirit. In
Marketing 2.0 that was first announced in the world in 2005 also called Web 2.0. Meanwhile, Marketing
3.0 has come up with advanced technology like Digital ads, Digital Currencies, Digital Brands, Info
Products, and Digital Transactions. Marketing 3.0 builds the direct relationship between customers and
organizations. Defends the brands with vital technological moves. Technology and marketing
correspondly dealt with the user data and whole consumer journey that was never possible in the
Marketing 1.0 and 2.0. There is over 74 zettabytes of available data on the internet at a moment of
consumption. It means that there is direct proportionality between technology and marketing. Over 1
million digital marketers exploit this data to reach their customers and convey the message and achieve
their goals.
z Marketing tools
Customer Data
Effects of
Organizations Technology in
Revenue
Marketing
Platforms like Meta,
Google and Apple
Marketing Cohorts
Costumer
Management
Dependent Variable
2.2 Hypothesis Development:
H2 The Internet and TV are the most powerful drivers that positively
affect marketing.
Advancement of technology has the major impact on marketing than any other sector.
Technology has totally changed the dynamics of how marketing used to be done after the
industrial revolution. Now organizations have multiple ways to convey their message to their
customers is less of a hurdle. Organizations tend to exploit the platforms like Meta, Google,
This creates the whole buyer journey on single clicks for organizations. Furthermore, technology
and machine learning helps organizations to generate sales. Technology has a positive impact on
With positive effects, there have been the data breach controversies that occurred in the past.
Controversies like, Cambridge Analytica which stole the data of over Millions of users on
Facebook and helped in Election Campaign. Berghel, H. (2018). Malice domestic: The Cambridge
analytica dystopia. Computer, 51(5), 84-89. It turned out to be the biggest scandal after the marketing
The Cambridge analytica data breach case has changed the dynamics of the whole internet and
technological aspects that are related to marketing. There are now more concerns with privacy
than more advancement in technology. Regardless of marketing being the most advanced with
the Internet, Blockchain and 3 dimensional Commercials (Hologram). But organizations like
Apple, Google, Meta and Microsoft focus on the privacy protection of their users. Recently,
Apple has restricted the data of their users to the marketers. Apple users have opted out to share
their interests, behaviors, and recent activity to Meta. Verma, N., & Sambhav, S. (2020). Development of
iOS: A Revolutionary Transformation and the Future. International Journal of Advanced Research in Engineering
and Technology, 11(6). It is the biggest set back for an organization like Meta to track the consumers'
data that helps in advertising and to show the related ads to them. Apple data privacy policy has
negatively impacted Facebook. It means, Apple is better at technological aspects than Meta is.
Advancement of technology and effects to marketing are apparent. Along with it, drawbacks are
more daunting.
Unlike Meta, Google is affected by Data Protection Law. The European Data Protection
Authority has banned the some functionalities of Google Analytics in Europe.Gruschka, N.,
Mavroeidis, V., Vishi, K., & Jensen, M. (2018, December). Privacy issues and data protection in big data: a case
study analysis under GDPR. In 2018 IEEE International Conference on Big Data (Big Data) (pp. 5027-5033).
IEEE. Marketers that are associated with Google to market their product and services are having a
hard time in data tracking. Since a recent update has restricted the use of cookies on Google
websites. Just Apple privacy protection. Users that are based in Europe and California will be
having data privacy protections and their data will not be shared to any of the Organization like
Effects of technology on marketing are severe when the data leaks occur and user data are
exploited.
3. RESEARCH METHODOLOGY
This research study aims to assess the relationships between digital technology,
tangible/intangible assets, and marketing capabilities to gain more insight into the factors related
to small- and medium-sized enterprises' growth. The research is deductive as based on existing
The sample size for this research will be secondary data obtained from trusted sources. As per
the requirement of this research all samples will be concerned to organizations working in
private organizations.
where respondents are selected upon the personal convenience of the researcher. The sampling
procedure has no allocations compulsory and it consists of those units of the population that are
easily reached.
After selecting the type of data we want to collect, we are going to list out all the reliable and
valuable sources by which we can acquire useful information. Moreover, we are going to reach
out to professionals in the marketing industry to gain insight on how technology has impacted
archival documents and marketers from private organizations found online or asked through
mail.
References:
developments on marketing activities. Kırıkkale Üniversitesi Sosyal Bilimler Dergisi, 8(2), 621-
640.
C. (2021, April 23). How much data will the world produce in 2021? CloverDX.
produce-in-2021
Foroudi, P., Gupta, S., Nazarian, A., & Duda, M. (2017). Digital technology and marketing
International Journal.
Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2019). The future of technology and
48(1), 1-8.
Ismail, M., Anwarul, K. M., Zuhaib, M.,Hussain, R., & Hassan, Z. (2021). Digital marketing 5-
generation technology and its acceptance behavior. International Journal of Marketing Research
Moncrief, W.C., & Cravens, D.W. (1999). Technology and the changing marketing world.
https://doi.org/10.1108/02634509910301142
https://www.emerald.com/insight/content/doi/10.1108/02634509910301142/full/html
https://doi.org/10.18775/jibrm.1849-8558.2015.42.3003