International Journal of Economy, Management and Social Sciences, 2(10) October 2013, Pages: 820-823

TI Journals

International Journal of Economy, Management and Social Sciences

ISSN
2306-7276

www.tijournals.com

The Review of the Most Recent New Technologies that Changed

the Face of Marketing Drastically
Koh Jing Yee 1, Rashad Yazdanifard 2
1,2

Center for Southern New Hampshire University (SNHU) Programs, HELP College of Arts and Technology, Kuala Lumpur, Malaysia.

AR TIC LE INF O

AB STR AC T

Keywords:

This paper discusses about the most recent new technologies. Technologies are useful and effective
marketing tools used by many companies to achieve business activities. When firms or marketers
used new technologies, they can transfer their messages and information to the consumers and
customers in a very simple way. The face of marketing has started to change when new
technologies were created and becoming more advance compare to last time. The most recent new
technologies that changed the face of marketing are Internet, social media, mobile marketing, email
marketing and video marketing.

new technologies
marketing

2013 Int. j. econ. manag. soc. sci. All rights reserved for TI Journals.

1.

Introduction

Technology is becoming more advance nowadays and it plays an important role in different fields. According to Rust and Espinoza (2006)
technology has a large impact on business research, especially on marketing, because technology changes the face of marketing and the
way of marketers do their job. Why is new technology important to everybody not only in the field marketing? This is because technology
let us take one big step into the future. It makes life much simpler and less complicated. About 50 years ago, mail had to be sent to another
person by hand and if the information was important it cannot be sent. But now look if new technologies such as mobile phones, computers,
internet and much more and with a touch of a finger we are able to send mail all across the world in the matter of minutes though email and
the internet. Looking at this we can see the marvel on how great the internet world is to every single person now. New technology is also
always been invented such as the speed of the internet is increasing to speeds up to 4 gigs per second. This makes the use of internet much
easier and faster. Marketing these days also has been influenced by new technologies. Sending promotions or advertisement through
technologies are faster and able to reach almost every single person on the planet. There are many method using new technologies used by
the marketers these days.

2.

New technologies

Technology is joined with two Greek words which is techne and logos. Techne means art, craft or method whereas logos has no
English equivalent but it can be explained as a principle of reason, ratio, account or balance. The definition "technology," can be defined as
principle that guides how something is made (Anonymous, 2000). Anonymous (2000) defined technology as the running of the gamut from
the efficiency manufacturing to develop new production processes to cutting transactional costs. Technologies are now improving as
generation is growing. With the advancement of new technologies, everything becomes easier and convenient. Last but not least, new
technologies also changed the face of marketing and also others.

3.

Marketing

What is marketing? Different writers have their own definition on marketing. Patten (2008) stated that marketing can be described and
known as knowing where to go or while selling is the act of getting there. According to Wilkie and Moore (2007) American Marketing
Association (AMA) has developed a few definitions on marketing. In 1935, they defined marketing as the achievement of business
activities that direct the flow of services and products from the producers to consumers. In 1985, their definition for marketing is the
process of how to plan and execute the concept, price, promote and distribution of ideas, services and products to create the exchanges that
achieve individual and organizational objectives and needs. American Marketing Association (AMA) also defined marketing as an
organizational function and processes to create, communicate and deliver the value to consumers and to manage consumer relationships in
different ways that will benefit the organization and its stakeholders. Besides that, Morgan (1994) has defined marketing as a multidisciplinary function that practice both art and science to build, maintain and apprehend on the increase of demand for a service or product.
Marketing has two aspects which. The first aspect stated that marketing is a philosophy, a perspective, an attitude or a management
adjustment that stresses customer satisfaction and needs whereas the second aspect stated that marketing is activities and processes used to
implement the philosophy (McDaniel, Lamb & Hair, 2012).
* Corresponding author.
Email address: jingyee_kj@hotmail.com, rashadyazdanifard@yahoo.com

The Review of the Most Recent New Technologies that Changed the Face of Marketing Drastically

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Internat ional Jour nal of Economy, Mana ge ment and Social Sciences , 2(10) October 2013

4.

Video marketing

Online video is now very popular and video-sharing websites are a good online marketing strategy (Lancaster, 2010). According to
Anderson (2007) video is a very powerful marketing tool and it is used to build sales and increase profits, to attract and inform consumers
and customers about your new product or gadget. Video can be creative and entertaining way to transfer your message so that consumers
and customers will be interested. Companies can use such social networks as YouTube and MySpace to distribute and transfer their video
messages. In addition, some companies post a video on YouTube and it links the presentation or video from their MySpace account, and
refers to both in the press of releases and emails. Anonymous (2011) stated marketing video should always be made keeping in mind to
instigate an emotional response of any kind from the viewers. It will prompt viewers to share the video with others, such as their friends
and family members, thereby contributing to viral marketing of the product.

5.

Internet

Internet is also known as net. It is defined as a collection web pages that consist of millions businesses, government agencies, educational
institution and individuals sites that enables users to collect the information as a worldwide network (David, 2012). Internet is now a new
and advance technology that changes the marketing in different fields and career According to Murphy et al., (1996); Walle, (1996) as cited
in Jen-Hung and Chia-Yen (2006) many companies have created their own web sites and used the Internet for various purposes such as
advertisement to capture some of the potential of the Internet; it is used as a marketing tool. Customers who use websites on internet to find
or buy lower fares increased compare to customers who use to go travel agents for similar trips (Brunger & Perelli, 2009). Ruzic and
Andrlic (2009) stated that information technology has changed the nature of marketing for hospitality and most hospitality firms have
started to develop e-marketing strategies for the web. It changes the economic conditions, consumer behaviours, and increases the growth
of existing tourist market. Furthermore, Ruzic and Andrlic (2009) explained about a research that examine the influence of internet
technology on hospitality marketing and they found out that internet is becoming more and more important. Internet can leads to better way
of promotions and sales and also create competitive advantages in the market of tourism and also hospitality companies. Jen-Hung and
Chia-Yen (2006) stated that the marketing activities to web sites marketing, such as advertising, information providing, and reservation
function and others in most of the hotels have changed so that well-constructed web sites can be build up and better services can be
provided for the consumers. Besides that, hotels have started to use Internet as a part of its marketing effort (Connolly, Olsen, & Moore,
1998 as cited in Jen-Hung and Chia-Yen, 2006).

6.

Social media

Social media is a new way of interacting between people that allows individual to become a source of information with the used of
technologies that do not require any prior experience (Elmore, 2010). Besides this definition, there are also other definitions by other
writers on social media .About 20 year ago, the marketers of that time used to undergo their roles through different methods. For example
clubs like rotary, coaching and much more do their advertising through primitive method such as advertising on yellow pages and on
billboards. The people in this days does not refer to advertisement like yellow pages but they always look into the internet to find out what
do they need. A very influential example that used this method wisely is the Paradiso Financial & Insurance Services. They used the
internet effectively to put themselves in the middle of the of the internet community. Now because of the huge advertisement they are able
get bigger profits (Shaffer & Garnett, 2011). According to Newlands (2011) social media is about how to create conversations and improve
relationships online. It is a fast and easy way to connect with consumers or customers nowadays. Facebook and Twitter are examples on
social media. Newlands (2011) also stated that people that online embrace brands through social media. For instance, Facebook users
would post about or maybe recommend a product on Facebook and Facebook users post opinions about the different products and brands.
The way consumers communicate and connect with services and products had changed when social media and information technologies are
playing an important role in marketing in different industry and companies (Grainger, 2010).

7.

Email marketing

Email marketing is also considered as email advertising. It can define as the number of messages that are sent to individuals in a period of
time from a single advertiser or marketers (Micheaux, 2011). Email has become a useful and reliable marketing tool because it delivers
messages faster than tradition mail. It is cheaper because it is better to be external cost where by the only cost would be electric bill.
Besides that, email marketing saves time by letting marketers send or transfer their messages to their customers and consumers in one
simple step (Smolenski, 1999). E-mail has become an important part of all companies of marketing mix and it lead to success because it is a
very effective communication technology. It also carries a potential to successful boost marketing and help to improve the brand image
(Tezinde et al., 2002 as cited in Chang, H. H., Rizal, H., & Amin, H., 2013). According to Chang (2005, 02) electronic email which is
email is widely used by many companies for advertising and marketing.

8.

Mobile marketing

The usage of mobile communication is rising and it becomes part of humans daily lives. It is now consider as effective methods of
marketing communications for marketers. Mobile marketing also benefit of easy interaction and has opportunities to personalise the
message to consumers (Jenkins, 2006). The mobile phone has recently emerged as a potential new channel for marketing communications
and draws an enormous interest from both marketers and consumers to mobile marketing (Karjaluoto et al., 2004 as cited in Smutkupt, P.,
Krairit, D., & Khang, D. B., 2012). Mobile marketing has received a signicant attention in short message service (SMS) marketing

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Koh Jing Yee and Rashad Yazdanifard

Int ernational Journal of Economy, Mana ge ment and Soci al Sci ences , 2(10) October 2013

(Smutkupt, P., Krairit, D., & Khang, D. B., 2012). Mobile marketing industry has become a texting tool for teenage socialites. Marketers
can use texting as their medium of communication with their clients or customers to close a case (Meadows-Klue, 2005). According to
Haig (2002) the founder of the Mobile Channel Network said that, permission-based mobile marketing services with promotional message
and actual content are pleasure to be received by customers or clients. UK chairman Mobile Marketing Association (MMA) said that SMS
are compelling and compromise in marketing. It is cheap to send messages, generate random mailing lists and among the mobile phone
numbers. Anonymous (2012) stated that the most flexible form of mobile marketing is texting, for example, through simple text messages
and multimedia messages. Messages and information can be transferred through text marketing and interact by simply texting to it. Usually
people saw spam messages; they will want to delete it because it is irritating. Before they delete it, they usually will look through roughly
what it is about. Therefore, the brand name will be in their mind although they just look through briefly.

9.

Discussion

The major purpose of this is to determine the most recent new technologies that changed the face of marketing. We know that technologies
are becoming more and more advance nowadays compare to last time and it also plays an important role in different fields and career.
Technology can consider as the running of the gamut from the efficiency manufacturing to develop new production or creation processes to
cutting transactional costs. The face of marketing changed because technologies are becoming more advance and useful for human in
various fields. Marketing is an organizational function and processes to create, communicate and deliver the value to consumers and to
manage consumer relationships in different ways that will benefit the organization and its stakeholders. There are a few new technologies
that actually changed the face marketing such as, Internet, mobile marketing, email marketing, video marketing and social media.
Nowadays, Internet is chosen to become a tool for marketing. Besides that, social media is also a marketing tool that widely used by
companies and other people. Social media is a new form of interacting that allows anyone to become a source of information with
technologies that do not require any prior experience. With social media, messages can be transferred very fast and quick response. Next,
email marketing also changed the face of marketing. Email has become a useful and reliable marketing tool because it delivers messages
faster than tradition mail. People can receive information from marketers or companies through spam. Besides email marketing, video
marketing also a recent new technology that act as social platform. Companies or marketers put advertisement on YouTube so that the
viewers will view their video and messages can be transmitted towards them. Lastly, mobile marketing is a method which you send your
information or details through simple text messages towards the consumers. This is also one of an effective technology that changed
marketing.

10. Conclusion
Marketing these days also has been influenced by new technologies.. New technologies can lead us to the way of success. Without the new
creation of technologies, the face of marketing will still be the same as last time. Marketing can be more successful with the new
technologies and it benefits human in different fields and career too. It makes life much simpler and less complicated. Moreover, with the
advancement of the new technologies, marketing will gain more advantages. Technologies also let us take one big step into the future. In
conclusion, new technologies are now affecting and changing the face of marketing.

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