Marketing Technology

Nowadays, technology is an important part of everyday life, especially in marketing. If marketing is seen as an act of exchange, technology is the subject of exchange in marketing. Recently in our society, with the increase in the recognition of the importance in intangible assets such as services, the marketing research domain of special fields including hotel marketing, culture marketing, event marketing is becoming wider. Together with the term technology management, technology marketing is also gradually more frequently use by external and internal users. Consumers live in a networked technology-based word with broadband, mobile phones, iPods, iTunes, online shopping, instant messaging and social networking as core parts of their lives. Marketing managers also operate with a range of technologies, from databases, internets, intranets, extranets, computer networks, planning software, CRM system and personal digital assistants. Anderson, C (2009), stated that people are in the new era of networked consumers and digital technology is everywhere.

The use of digital marketing is now an integrated and essential part of marketing. Digital marketing includes all ICT`s encompassing both Enternet-based marketing activities and other kind of activities such as mobile phone communication, emails and interactive digital television. Information and communication technologies like CRM, ERP, Internet, emails, sms, mms and intranet are considered important for creating competitive advantage. ICT in marketing has come of age and organizations of various sizes employ various ICT techniques. Much of the role of ICT in marketing focuses on digital technology at the customer interface.

The Internet has had a major impact on how people practice marketing. Internet marketing is defined as the use of the Internet for marketing of products, or services, which sold on the Internet or through traditional channels. The Internet has become an important medium with a wide...