Marketing Technologies Research: Ireland's Product and Service Impact

This research report examines the profound impact of technology on marketing products and services within the Irish market. It investigates the necessity of technological innovations, assessing how technologies are used to influence marketing activities and analyzing the correlation between these innovations and their effects. The report covers the use of technologies like AR, VR, and social media, along with big data analytics, blogging, SEO, and e-commerce platforms. The study highlights how these tools improve customer experience, expand market reach, and enhance marketing effectiveness. The report also provides examples of Irish companies leveraging technology to improve their marketing strategies, such as Barry's Tea and Eddie Rocket’s. The report concludes by suggesting recommendations for Irish organizations to enhance their marketing operations through technological reforms, addressing the evolving needs of modern consumers and the importance of digital engagement.

Running head: MARKETING TECHNOLOGIES RESEARCH
MARKETING TECHNOLOGIES RESEARCH
Name of the student
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Table of Contents
Introduction......................................................................................................................................2
Research aim................................................................................................................................2
Research objectives.....................................................................................................................2
Literature review..............................................................................................................................3
Need for technological innovations in marketing........................................................................3
Use of technology for marketing products and services..............................................................4
Technology improving the quality of marketing in Ireland.........................................................7
Research questions...........................................................................................................................9
Methodology..................................................................................................................................10
Research philosophy..................................................................................................................10
Research approach.....................................................................................................................10
Research design.........................................................................................................................10
Data collection methods............................................................................................................11
Data analysis..............................................................................................................................11
Ethics.............................................................................................................................................12
References......................................................................................................................................13

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Topic: The impact of technology on marketing products and services in Ireland
Introduction
Technological advancements have been one of the key aspects that supports an
organization in improving the marketing prospects. The key modifications in the organizational
marketing capabilities are reliant on the effective use of technologies. It has been noted that the
millennial population is more inclined towards the use of technologies (Foroudi et al. 2017).
Moreover, Shapira and Youtie (2016) stated that the growing population of the millennial
population have forced the organizations in improving their technological competencies while
operating in the different markets. The research will take the initiative of identifying the impact
of technological inclusions in the marketing activities of the organizations in Ireland. The
marketing operations of the organizations are dependent on the changing preferences of the
customers while assisting the same in pursuing convenience based buying options. Therefore, the
research will identify the different ways in which technology enables an organization in
improving the effectiveness of the marketing activities while correlating with the changing needs
of the buyers.
Research aim
The aim of undertaking the research is to identify the impact of technology on marketing
products and services in Ireland
Research objectives
The research will be conducted based on the following objectives:
 To identify the need of implementing technological innovations in the marketing
activities of an organization

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 To assess the manner in which technologies are used for influencing the marketing
activities of products and services
 To analyze the correlation between the technological innovations and its impact on the
marketing activities for products or services in Ireland
 To suggest recommended activities for the Irish organizations for improving their
marketing operations through the utilization of technological reforms
Literature review
Need for technological innovations in marketing
Technology has been one of the influencing factors that empowers organizational
performance while competing with the existing market players. Mummalaneni, Meng and Elliott
(2016) stated that technological inclusion sin the marketing activities of an organization
improves the capability of increasing the target base of customers. The technological innovations
in the different sectors and the continuous developments in the social and digital media platforms
holds an increasing opportunity for the organization while drawing the attention of the target
audience. Moreover, Regan, Green and Maher (2018) opined that every marketing possibilities
are explored by the organizations with the purpose of suiting to the needs and preferences of the
target customers of the business. Therefore, technological innovations in the marketing activities
support an organization in drawing the attention of the potential customers while increasing the
sales volume of the same.
The technological innovations in the marketing activities supports an organization in
maximizing the reach while increasing awareness among the customer base. According to Paul,
Mittal and Srivastav (2016), the increased market reach supports an organization in improving
their marketing operations while sourcing potential customers who would invest on the

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propositions. On the other hand, Gupta and Natarajan (2016) noted that the improved
technological innovations in the marketing operations enables an organization in cutting costs on
advertisement. It has been observed that the utilization of the traditional media vehicles curtailed
the initiative of the organizations in minimizing the advertisement expenses. Moreover, the
traditional media vehicles also limited the scope of exposure for the organization to its target
market which restrained the expansion of the venture beyond the boundaries. However, Hristov
Ivanov and Pavlova Pavlova (2017) stated that the use of technological innovations in the
marketing practices have empowered the organizations in increasing the market scope while
drawing the attention of huge number of potential customers. According to the research of
Bolatan et al. (2016), the marketing operations of an organization are specifically fueled by latest
innovations, reflected through the design of the content and use of media vehicles. Therefore, the
use of technological tools while marketing the propositions empowers the organizational
objective of increasing the market scopes and making dynamic expansions.
Use of technology for marketing products and services
The use of technologies like AR, VR and the different social media vehicles permits an
organization in improving the experience of the customers. Harrison and Hair (2017) stated that
the customer experience plays a major part in improving the brand value while retaining the trust
and loyalty of the target audience. Moreover, Zang and Li (2017) opined that infusion of
technological innovations in the marketing operations of an organization supports in drawing the
attention of the fee customers. It has been observed that the changes in the buying preference and
intent of the customers has greatly affected the organizational performance which is secured
through extensive marketing practices. The major modifications in the marketing innovations,
while infusing technological reforms, are reliant on the assessment of the buying patterns.

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Pereira (2019) stated that more than 79.06% companies, worldwide, have taken the initiative of
developing the market scope through their increased engagement in different social media
platforms. The extensive use of social media platforms apart from traditional media devices like
television ads, broadcasts and flyers have enabled the businesses in reducing the operational
expenses. On the other hand, the use of social media vehicles allowed organizations in drawing
the attention of the prospective buyers. In a survey it has been found that more than 67% of the
population, around the globe have an access to internet and are active on different social media
platforms (Schmidt 2017). Therefore, the use of social media platforms supported the
organizations in gaining a competitive edge while making market expansions and creating
awareness s among large group of potential customers.
The application of AR and VR (Augmented and Virtual Reality) in the organizational
websites also enabled the businesses in improving the experience of the customers while
minimizing the human related errors. The utilization of AR and VR concepts in the websites has
helped the organizations in providing the customers with a convenient decision making while
selecting the most desired proposition as per the budget (Ganguly, Das and Farr 2017). The
increased viability of the organizations in marketing the propositions to the customers are based
on the extensive use of the Big Data analytics. Rust and Kannan (2016) opined that Big Data
serves the companies in fulfilling their marketing propaganda through cognition on the changing
preferences of the customers. The utilization of Big Data has helped the organizations in
identifying the specifications of the nature of demand while operating on a region and improving
the scope of expansion for the business. Moreover, Ertemel (2018) stated that the assessment of
the market demand through Big Data analytics support an organization in improving the
positioning their propositions while adhering to the needs of the customers. On the other hand,

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Mooney (2016) opined that the application of Big Data analytics empowers an organizational
initiative of developing the propositions while adhering to the demand of the target customers.
Therefore, the application of AR, VR and Big Data analytics in the marketing activities of the
organizations enabled the same in improving the scope of its activities while drawing the
attention of the prospective customers.
The development of blogging and portrayal of reviews has been one of the major steps
that are being used by the organizations with the purpose of providing assistance to the
customers while making a decision on buying the propositions offered by the business. Güngör
(2018) stated that the millennial population is more focused on assessing the reviews and blogs
before buying from an online source. In this connection, the active involvement of the companies
in improving the blog related activities would help the same in improving the scope of sales
among the target audience groups. Truong et al. (2017) opined that the efficient marketing
capabilities of an organization are specifically reliant on the influencing the buying behavior of
the customers. The prioritization of the blogging and review creating activities would assist the
organizations in not only drawing the attention of the prospective customers towards their
offerings but also reassure them on the quality of the proposition. Therefore, the blogging
activities of an organization supports the same in establishing clear links of contact with the
customer base while reassuring them on the quality of the propositions for maximizing the sales
volume.
The development of SEO services by different support industries have increased the
viability of the marketing campaigns that are led by the organizations. The SEO (Search Engine
Optimization) ensures that the website of an organization is placed in the top pages of the search
engines. It would allow the users in navigating through the website while searching on the

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keywords. Hao and Song (2016) stated that the SEO empowers the visibility and establishment
of an organization’s website while assisting the users in locating or tracking the business while
searching the same in the engines. Therefore, continuous SEO services of an organization
permits the same in retaining the trust and loyalty of the customers while operating in the
different markets. Moreover, Rosca, Arnold and Bendul (2017) stated that around 72% of the
organizations holds activities of integrating their website with an e- commerce platforms for
driving the sales volume. The utilization of the- commerce platforms allows an organization in
increasing the consumer experience through convenient shopping.
Along with the e- commerce buying platforms, many companies have taken the initiative
of utilizing secured gateway transactions for encouraging the online transactions for the
customers while making an online buy of a proposition. Ahmed (2018) stated that the different
encryptions and decryptions that are used by the IT personnel while designing the secured
payment portals assist an organization in retaining the trust and confidence of the customers.
Moreover, Cummins, Peltier and Dixon (2016) opined that the organizations have taken the
initiative of improving the rate of operations through the improvisation of firewall facilities for
avoiding theft of consumer data. Therefore, the technological innovations in the marketing
operations, including the creation of CRM, has helped the organizations in improving the market
scope while operating in the different markets.
Technology improving the quality of marketing in Ireland
The development of ICT (Information Communication Technologies) has attracted the
attention of the organizations from different parts of the world to expand in the Irish markets.
The marketing capabilities of the organizations are specifically reliant on even communication of
the companies with the customers. Hockenberry (2019) stated that the improvements in the

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communication channels through application of distinguished media vehicles allow an
organization in improving the marketing efforts. It has been noted that the present generation of
customers prefer information while making a decision of purchase. In this connection the
improvements in ICT has helped Irish organizations in improving the scope of marketing
through increased user- engagements. For an example, Barry’s Tea improved their technological
capabilities through the inclusion of ICT which has helped the business in maximizing
networking based operations with the different importers (Schmidt 2017). It has been noted that
the organization is one of the largest tea importers in Ireland. In this connection, the organization
developed the ICT apparatus with the purpose of engaging the customers in the different
processes while improving their marketing skills.
Moreover, it has been noted that the organizations in Ireland have taken the initiative of
developing SEO activities with the purpose of improving their brand position and availability in
the search engines. Hristov Ivanov and Pavlova Pavlova (2017) stated that the increased
availability of the organizations in different digital and social media platforms assures the
customers of the quality of the propositions that would be delivered by the same. For an
example, Eddie Rocket’s have taken the initiative of improving their availability in different
search engines and social media platforms through allied SEO activities (Mummalaneni, Meng
and Elliott 2016). The SEO services enabled the venture in gaining increased exposure to the
target market while improving their links of communication with the customers. The
improvement in marketing communication techniques assisted the venture in retaining the trust
and loyalty of the customers while increasing the scope of target market for the business.
According to Pereira (2019), the development of efficient marketing communication techniques,

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while infusing relevant technologies, supports an organization in improving the market reach and
sales volume.
However, it has been noted that the organizations in Ireland encountered a large number
of data thefts that affected the capability of the businesses in retaining their brand value.
According to a report that was published by Ireland’s Data Protection Commission (DPC) there
were a total number of 6,700 data breaches in the year 2019 (The Irish Times 2020). The data
thefts affected the interest of the customers while affecting the capability of the organizations in
providing the consumers with secured payment options. The data thefts also affected the online
buying behavior of the customers in Ireland which minimized by 3.2% within few months after
being notified (The Irish Times 2020). Therefore, the data thefts affected the marketing
capability of the organizations in Ireland while drawing and retaining the attention of the
prospective and potential customer base towards their online offerings.
Research questions
The questions that will be addressed through the research are:
 What is the need for implementing technological innovations in the marketing activities
of an organization?
 Which technologies are used for influencing the marketing activities of organizations for
products and services?
 What is the correlation between the technological innovations and its impact on the
marketing activities for products or services in Ireland?

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 What are the recommended course of activities that might be considered by the Irish
organizations for improving their marketing operations through the utilization of
technological reforms?
Methodology
Research philosophy
The research will be conducted with the implementation of positivism philosophy, as it
would enable in gaining a specific knowledge on the different technological phenomenon and the
manner in which it influences the success factors of the marketing operations that are initiated by
the organizations. The knowledge on the impact of technological innovations in the marketing
operations will be based on the observation of influence it creates in the buying behavior of the
consumers. Therefore, the implementation of the positivism philosophy in the research would
enrich the study through assessing the influence that technology has on the marketing operations
while affecting the buying intent of the end users.
Research approach
The research will be conducted through a deductive approach where data points will be
deduced from different relevant and reliable sources. The data on the impact of technology on
the success factors of the marketing operations will be retrieved through the utilization of the
deductive approach. Therefore, the imposition of the deductive approach in the research would
minimize the chances of biases in the study.

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Research design
Explanatory research design will be used in the study with the purpose of measuring the
causal relationship between technological innovations and the performance of the marketing
activities that are being initiated by the organizations in Ireland and in general. The analysis of
the causal relationship between the two variables would allow in measuring the effectiveness of
the marketing operations through technological developments.
Data collection methods
The data for the study will be collected through the utilization of the mixed data
collection method. Under the mixed data collection quantitative survey to the customers would
be made through the development of a questionnaire consisting of 15 close ended questions. The
questionnaire would be circulated among the customers and feedback on their buying
preferences would be collected signifying the nature of technology in marketing propositions that
is expected by the same. Feedbacks will be gathered from 70 respondents on the basis of
convenient sampling method. The questions in the questionnaire would specifically deal with
their expectations on the kind of assistance that is expected by the same while making a
purchase.
Moreover, a qualitative data collection will be conducted through semi structured
interviews consisting of 6 open ended questions. The interviews will be conducted with 4
marketing managers from 4 different companies. The questions in the interview would focus on
identifying the manner in which the technological innovations supported them in improving the
marketing prospects and the challenges that are being faced by the same while coping with the
changing preferences of the customers. The interview would also unravel the future course of
actions that are being predicted by the marketing managers of the organizations.