Technological Factors to Improve the Performance of Marketing Strategy

The purpose of the study is to offer a review of literature on how information and communications technology is developing and improving marketing practices and strategies.Technology has changed so much about the way people all over the world deal with each other -be it in business, politics, education, or in socialization.Internet has been the source of information.The internet has allowed wide and extensive collaboration.It also promotes innovation.As the internet progresses, the prices are also decreasing and it becomes greatly friendly to the users.It has changed the way businesses operate nowadays.The increasing rate of competition in the marketplace has changed the company orientations.The paper uses a theoretical modeling on past and current sources on the implementation of information and communication technology in marketing practice.It focuses on modeling the factors identifies in the marketing communication framework model, by looking at communication factors and variables affected by the use of technology.The model demonstrates that technology has a positive impact on marketing strategy where it is integrated with marketing elements of positioning, selection of target segments, segmenting the market, understanding consumer behavior, managing sales, managing marketing campaigns, and understanding the market.