Type: Analysis
Pages: 4 | Words: 1178
Reading Time: 5 Minutes

Technology has greatly revolutionized business operations in the modern world more than ever before. Internet technology, in particular, has resulted in a momentous impact in business operations across the world. Implementation of the newly devised systems of doing businesses, for instance, e-commerce (electronic commerce) has significantly promoted modern methods of doing businesses to the global users. According to Stefanie Paluch (2011), component systems of the electronic commerce has not only played a big role in providing creativity in business operations such as electronic transactions such as online ordering, billing, payment, electronic cart shopping and tracking services, but it has also fostered good and cordial relations between service providers and their clients.

Having successfully overcome common challenges such as misunderstanding of the clients and inefficiencies in service delivery arising from traditional human operations, technology through electronic commerce systems is the best tool for the customer relationship management. Through the service of an exemplary customer satisfaction of the electronic system, organizations will be in a position to attract new customers as well as retaining the existing ones. Based on these highlighted efficiencies of the e-commerce, Paluch (2011) it is categorical that technology remains the unmovable component of successful business in the 21st century and that not a single business can meet its customers’ satisfaction in its total absence.

Introduction of New Products to Customers

The internet supported marketing strategies and tools such as search engine optimization (SEO), which is the number one media through which the manufacturers use to equally launch and introduce their new products to the existing and potential clients. Even though, there are several modes of advertising. Internet is the most popular and readily available tool of communication used to the benefit of both the producer and end consumer. Electronic messages (e-mails) containing information about wide ranges of products could be circulated to a larger number of customers at the same time without any further delay regardless of their geographical locations.

It is estimated that over 80% of manufacturers and marketing agencies send e-mail messages to their clients informing them of the existence, usage and benefits of the products. Currently, manufactures of consumable foodstuff, pharmaceuticals, domestic appliances, furniture, cookeries, kitchenware, and automobiles are shifting away from outdoor publicity to e-mails and other electronic media (Shimp 2010).

According to the research findings of the Advertising Research Foundation (ARF), mobile and video advertising are on the sharp increase following the escalating purchase and subsequent use of mobile communication gadgets. The research made a shocking revelation that many customers prefer to receive commercial advertising via their personal phone devices. The incidence of mobile advertising among customers doubled between 2009 and 2011, and the figure is expected to rise by 67.5% in 2013 due to the affordability and availability of smart phones and blackberries (Kandampully, 2011).

Added Value for the New Technology

Taking into consideration the increased frequent and prompt communications between manufacturers and customers through mobile devices, “product awareness is highly enhanced among customers, because different brands of products will be delivered to the clients via e-mails and video advertising once every new product or brand are produced” (Shimp, 2010, p. 253). A number of benefits are likely to be accrued from the introduction of new products through technology. Most importantly, technology enables customers to get instant information about the variety of goods in relation to their price, quality and brand.  The subsequent public awareness of different products will definitely guide customers on the exact product that can satisfy their need, meet their expectations and offer them value for their money.

Similarly, technology helps increase value for the customers. Thus video and mobile advertising enables several companies to direct their communications to the consumers simultaneously, these companies will be under an obligation to highlight their exceptional selling points and differentiate themselves to the customers so as to survive stiff completion in the global markets. A scenario of this kind often stimulates healthy competition in both local and global marketplaces to the benefit of consumers. In the event of stiff competition between companies, each of them will strive to improve the value and quality of their products and offer the lowest possible prices in the market so as to beat their competitors within the market segment.

As much as skeptics would strongly argue against stiff competition emanating from the external world in any marketplace, the correlation between consumer value, competition and advertising has been found to be favorable to the ultimate consumers. Studies conducted in American some states disclosed that the prices of electronics fell by a margin of 35%-45% after the government imposed advertising bans which were lifted by the Federal government in some of its member states.  This is an attestation that competition, as promoted by technology, is working and will continue to work for the good of the end product user. Jay Kandampully (2011) explains that the use of technology and the resultant competition has also reduced the retail prices of various essential products by 30%-50% in the former Soviet Republics immediately after the collapse of communism.

Kandampully (2011) maintains that technology plays a pivotal role in the promotion of consumer choices. Fully aware of the nature of products offered by different manufacturers online advertising will enable customers to make the right choices of products from companies that offer high quality products that not only match individual tastes and preferences of the customers, but also suit their lifestyle and social class with high precision at the lowest price. On their side, companies will also be prompted to join the race of developing new ranges of products that suit consumers` taste and preference at the lowest possible rates. 

In the very essence, technology guard consumers against external extortions and exorbitant charges by the agents and brokers now that e-commerce provides for all transactions and business operations online. It is most notable that incidences of unnecessary brokerage and intermediaries, which are used to inflate the actual costs of products, are totally eradicated in the age of information technology. Customers now have direct contacts with manufacturers, hence they can order products of their choice, make payments online and have the products shipped and delivered at their doorsteps within a particular period of time. This particular phenomenon could be realized before the age of information technology.

Companies in collaboration with their technology partners are very fundamental in offering online technical support to the customers round the clock. Technical support is offered to customers whenever they have any problem with the product after the purchase, for instance, if there is a malfunction, incompatibility of the components, power surge, and breakages. Clients can also contact the manufacture for future directions just in case they find some kind of difficulty operating the products.  In such cases, the manufacture through the support team will guide the client on how to go about the problem or rather technicality step by step. All solutions to matters touching on product malfunctions and mechanical problems will be provided online without any further delay. The main drive behind online after sale service and technical support is to enhance customers’ experiences with the products by addressing their queries, problems and complaints in good time.

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