How ICT’s Fit into Your Marketing Strategy

How ICT’s Fit into Your Marketing Strategy

Information and Communications Technology

It seems that now, more than ever, technology is an essential investment for any type of businesses, especially when it comes to understanding your clients and customers. During start-up, most businesses invest in at least one computer to keep track of invoices, expenses, and so on. But keep in mind, you will probably need some kind of software to type up documents, organize your accounting, or make a digital design. Consideration should be made to install an internal network so your employees can securely share data and information with ease.

Computers, photo copiers, phones, radios, televisions, smart watches, software, even the Internet itself are only some of the many items that are considered to be “Information and Communications Technologies,” (or ICT’s). Since the term applies to such a broad range of products that are only similar in their functionality–that is, storing, retrieving, manipulating, transmitting, or receiving information–there is no clear-cut definition on what ICT’s actually are. Since ICT’s are so diverse and are constantly being improved or created, they are in a state of flux that is difficult to pin down with a few words.

Many of the traditional capabilities that we normally associate with ICT’s have existed in businesses since the mid-twentieth century and continue to be prevalent today: computer-based word processing, spreadsheet, presentation, publishing, and graphics software have been joined by accounting software, computer aided design (CAD), and customer relations management (CRM) to optimize many organizations’ outputs. Many organizations utilize Local Area Networks (LAN’s) to share and communicate within, but there has been an increasing trend toward sharing and communicating digitally via the largest external network that exists today—the Internet. Instead of creating a physical network of computers, many organizations have been utilizing Content Management Systems (CMS’s) on the Web, which can be used to connect and share information between users. In addition, a CMS can store and analyze data gathered from the input of customers. What makes these platforms so cost-effective is that some of these CMS’s are malleable enough to be altered when technology advances. However, finding a CMS that maximizes your output is no small task, especially when technology is changing fast enough for a platform to become obsolete within a few short years.

Information and Communications Technology

So yet, while ICT’s are obviously a necessary asset in this brave new digital world, implementing a system of technologies that expedites business growth while remaining flexible enough to stay relevant can be challenging. What your organization needs or will need to be sharing both internally and externally should become an important discussion when planning to institute a CMS. Further, whether you implement a LAN or a CMS, your system should be able to adapt to future innovations and trends, so that it can be easily modified with all of the data that exists within it.

In your marketing strategy, consider how to hone in on the ICT’s that your customers use. Your customers and clients use the most up-to-date technology; why shouldn’t you cater to that characteristic? According to Google, 82% of smartphone users consult their phones while in a store deciding what to buy1. Last April, Google adjusted its search algorithm to include Mobile Responsiveness, after learning that a large number of people use search on their mobile devices2. In your marketing strategy, you must consider how your customers interact with their own ICT’s, and how your technological plan can effectively tap into that universe.

In the digital age, it is imperative to not just be a business that utilizes ICT’s, but to be one that uses them to better achieve its goals, whether that be to reach more customers, or lower overhead. Technology like CMS’s can be an important attribute to your organization, and work to streamline and augment your productivity. Brand Aid Digital continually assesses the value proposition of ICT’s, and we work to understand the “Pain Points” and solutions that optimize output. We have implemented hundreds of technological solutions for our clients and we can do the same for your company. Contact us today and see how your organization can effectively utilize your ICT’s as a capital investment.

(1) Google. “4 New Moments Every Marketer Should Know” 2015.
(2) Forbes. “Google’s Mobilegeddon Was a Big Deal After All” 2015.

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