Integrating Information Technology and Marketing for Better Customer Value

摘要

This paper aims to explore how advancement in digital technologies has contributed to identify, shape and execute digital opportunities in order to increase organisation competitive advantage. The basic principles of marketing have been heavily transformed by the explosion of information technology where the interaction of customers through new digital platforms has been mushrooming, making marketers' task more challenging. This is a conceptual study based on critical analysis of relevant literature reviews and discussion on digital marketing topics from the American Marketing Association. Technology breakouts have given rise to different digital platforms where organisations and customers interact, leading to a massive flow of data. Marketers are finding it challenging to identify the 'Who' and the 'What' of marketing. To better understand the demand of customers and deliver better customer values, different business analytics are developed and tested. Innovation in technology has brought new methods in which data can be sorted and analysed for organisational strategic development. The online environment is dynamic and this paper captures how marketers are using information technology know-how as a stepping stone to remain competitive. Understanding the digital behaviour of customers is of paramount importance to marketers to better create customer value. This paper draws on the importance and analysis of digitalisation, specifically the impact of social media, big data and big data analytics.