The impact of IT on marketing: an evaluation

Mairead Brady · Michael Saren · Nikolaos X. Tzokas

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Digital Innovation in Industries Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

There is widespread acceptance that information technology (IT) is a central component of business operations and extensively used in marketing. Aligned to this is the belief that marketing is experiencing radical and dynamic changes, many of which are IT driven. Reports a study of 204 Irish firms, which seeks to discover the level of transformation in the marketing function as a result of IT. Reviews whether marketers’ use of IT has progressed from simply automating existing marketing systems to actually using IT to transform their marketing capabilities. Aims to ascertain if marketing is achieving significant benefits from IT.

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References

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