working at home even when they are on sick leaves. In this case, it is evident that information technology has resulted in increased work hours for employees without necessarily having a corresponding increase in earnings 93 . In addition to the disruption of the normal working cycle, information technology has also resulted to job losses. In essence technology has provided replacement for certain jobs such as those pertaining to collection and processing of information pertaining to the customers. The rise in the need to reduce the overall wage bills for the organizations compounded with the need to remain competitive in the contemporary environment has heightened the need to conduct job cuts at the expense of the employees who depended on the opportunities for the maintenance of their lifestyles. 91 Piabuo, S.M., Piendiah, N.E., Njamnshi, N.L. and Tieguhong, P.J., 2017. The impact of ICT on the efficiency of HRM in Cameroonian enterprises: Case of the Mobile telephone industry. Journal of Global Entrepreneurship Research, 7(1), p.7. 92 Großer, B. and Baumöl, U., 2017. Virtual teamwork in the context of technological and cultural transformation. IJISPM-International Journal of Information Systems and Project Management, 5(4), pp.21-35. 93 Calvo, R.A. and Peters, D., 2014. Positive computing: technology for wellbeing and human potential. MIT Press.
Application of IT Technology for customer communication 29 2.12 Impact on advertisement experience and contact with customers Advertising and reach out to the customers is one of the areas which has significantly benefited from information technology. According to Alghamdi, and Bach, (2014) technology has had a positive impact on marketing strategies. In particular, this is attributed to the fact technology can be integrated with various marketing tools such as in the selection of market segments, positioning as well as developing a better understanding of the customers 94 . The improvements have been significantly improved by easier access to information pertaining to the customers and the competitors 95 . In addition to that digital marketing has enabled for the showcasing of products and their features to prospective consumers. Specifically, the customers can easily acquire additional information regarding the products that they intend to purchase hence lessening the marketing requirements and costs that have to be expended by the firms. Digital marketing has also been made possible through noninternet platforms such as the use of TVs, radios as well as the use of short messages over mobile phones. The availability of large amounts of information pertaining to the customers has also made it possible for firms to conduct target marketing. Target marketing, in this case, refers to the process of focusing on the most probable consumers of products and services. 96 This approach is beneficial to the organizations given the fact that the firm does not need to utilize large amounts of funds in the advertisement processes.
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