Impact of Technology and Social Media on Marketing Strategies

This assignment discusses the impact of technology and social media on the marketing strategies of companies and organizations. It explores the positive effects such as improved customer insights, better customer service, cost efficiency, better connectivity, and establishing brand awareness. It also examines the negative effects of globalisation on a particular region, including tax avoidance, structural unemployment, job insecurity, and currency fluctuation.

Project
Table of Contents

INTRODUCTION...........................................................................................................................1
Section A..........................................................................................................................................1
Impact of development in technology and social media on the way companies and
organisations market their products and services...................................................................1
Section B..........................................................................................................................................3
Positive and negative impact of Globalisation on a particular region....................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Development in technology is vital as it is something that lead to enhanced economic
growth and also facilitates better connectivity and efficient operations. In recent times a rapid
development is seen in technology especially in sector of social media marketing and other
digital platforms which lead significant impact on the ways companies and organisations are
used to market their product and services (Sarka and Ipsen, 2017). Thus, current assignment is
based on Sainsbury Plc that is making most efficient use of developed technology and social
media to have better promotion and marketing of its goods and services. Globalisation is a
complex concept that has created both benefits and drawbacks for a county or economic region
through leading enhanced interaction and connection between diversified nation at global level.
The current report consists of both positive and negative of globalisation on the economy and
other aspects of UK.
Section A
Impact of development in technology and social media on the way companies and organisations
market their products and services
Development in technology is making significant changes in the ways operation are
conducted and lead out by different organisation and companies as it has enabled enhanced level
of work efficiency and more productivity for an organisation. Advancement in social media and
other digital platforms are also a result of development of technology that leads a much easier
and efficient way of marketing and promotion of product and services to companies and
organisation (Rosy, 2018). Thus, it can be said that development of technology and social media
has greatly transformed the way of marketing by business orgnisation through leading a range of
incredible benefits that help these companies and organisations to reach customers across the
worldwide with minimum cost and in a most efficient and viable way.
Sainsbury is the second largest chain of super market and retailer of UK the headquarter of
which is situated at London, UK. Sainsbury is among the top organisation that is having
maximum customer interaction on its social media sites and their digital platforms which
comprises of Facebook, Twitter, LinkedIn, Instagram, etc. Thus, use of social media techniques
and advance technology has provided a better way of marketing for Sainsbury and other
organisation to have better interaction and connection with their customers at global level (Luo,
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Freeman and Stefaniak, 2020). Therefore, an evaluation can be made that development in
technology and social media has lead a positive and optimistic impact on the way companies
and organisations market their products and services. Various companies are making different
use of technology and social media platforms for marketing of their product and services as
Tesco that is leading brand and retailer of UK is having a marketing strategy of the posting the
status as most common type of content and the second place goes to photos and the last one to
videos (Grocery store showdown - Tesco vs. Sainsbury's on social, 2018.). On the the other hand
the social media marketing strategy of Sainsbury comprises of content strategy that is more
successful in which videos are posted by Sainsbury on its various social media and digital
platforms that plays a vital role in attracting and reaching wider number of customers through the
way of explaining the positive sides of their product and services. Thus, it can be evaluated that
different companies are having different strategy of making use of development of technology
and social media but the overall a positive and encouraging impact is lead by social media on the
marketing of product and services of the companies and orgnisation (Harvey and Carpenter,
2020). The main positive impact and benefits lead by the development in technology and social
media on the way companies and organisations market their products and services are evaluated
and provided as below:
Improved Customer Insights- Development of social media and other digital technology
has provided a better platform for companies and organisation like Sainsbury to get a better
understanding about the taste and preference of its target customers (6 Positive Effects of Social
Media Marketing on Your Business, 2018). Advancement in use of social media leads a better
insight in the opinion and wants of customers and also ensures a better connection and
interaction with target audience that lead a positive impact on marketing and promotion of
product and services by theses organisation.
Better Customer Service- Advancement in technology has allowed and make it possible
for business organisation to timely respond on the grievances, problems, questions and other
concern of costumers in minimum span of time and in an instant way. Thus, use of social media
platforms and betterment of technology leads to better customer services and also ensures
assistance and better promotion of product and services in the earliest possible time (Pourmand
and et. al., 2019).
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More Cost Efficient- The another positive impact of development of technology and social
media platforms on marketing strategy and promotion of product and services of companies
comprises of its low cost and most efficient way to market product and services with the help of
websites like Facebook, Twitter, Pinterest etc which allowing sharing of content at no cost. Thus,
development of social media marketing lead a positive impact on the way companies and
organisations market their products and services through making advertising and promotion
activities more affordable and cost efficient (Carpenter, and Harvey, 2020).
Better Connectivity- For having better promotion and sales of product and services offered
by different companies and organisation it is vital to have better connection and interaction with
target customers. Thus, development of technology and social media marketing leads to better
ways for the companies and organisations to market their products and services through ensuring
better connectivity with customers which makes them more adaptable to the changing interest
and preference of customers.
Establishing Brand Awareness- Another optimistic impact of advancement of technology
and social media network on companies and organisations to market their products and services
comprises of increase in the level of brand awareness among the target audience at global level
by the means of effective marketing and enriched promotional activity on social media platform
to have enriched brand image (Sarka and Ipsen, 2017).
Improved sales and productivity- Advancement in technology and use of social media
marketing networks ensures an increased exposure of customers on websites of companies and
organisation that drives more traffic for the customers that improves the sales and productivity
level of a company. Thus, an evaluation can be made that development of technology and social
media lead a better way for companies and organisations to market their products and services
and also lead to convert potential customers into actual customers to have improved sales and
productivity through leading enhanced loyalty and connection with customers (Rosy, 2018).
Section B
Positive and negative impact of Globalisation on a particular region
Globalisation is a vital concept that comprises of enhanced level of integration and more
interdependence across the global economy. Thus, globalisation is a phenomenon that is
associated with increased level of spread and movement of products, technology, information,
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jobs and other aspects across the international borders of a nations which fostered free trade and
easy movement at global level (Michie, 2019). Many positive as well as negative impacts are
lead by globalisation on overall growth and economy of a region or a country. United Kingdom
or Britain is a sovereign country located at the northwest coast of European Mainland.
Globalisation has lead to many positive as well as negative impacts in this region of world in
form of increased trade, greater competition level, tax avoidance, fluctuation in currency, etc
(Effects of Globalisation on the UK Economy, 2019). An evaluation of these positive and
negative impact on UK are provided below:
Positive impact of globalisation
Increased Level of Trade- Globalisation has encouraged free and easy movement of
goods and services across nation that leads to increased level of trade for UK. Thus, globalisation
has lead to a positive impact on UK through making its firm benefited from the trade of
specialising goods across various nation of world. For example: Financial services, video gaming
and nuclear power compacts are comparative advantages and specialising product and services of
UK that enables better trade and high exports for UK lead as the positive impact of globalisation
(Sharma, 2016).
Greater choice of imports- The another positive impact associated with globalisation
comprises of fact that it lead to better and more number of options and chooses for UK to import
required material and products at lower rates and have significantly enhanced choices for
imparting consumer goods. For instance: UK has become more accustomed with the easy
availability of fruit and vegetables leaded by globalisation through facilitating easy food imports
(Koengkan, Poveda and Fuinhas, 2019).
Lower cost of operation for firms – The another advantage of globalisation comprises of
lower cost of operation for companies in UK through leading easier outsourcing of product and
services from the countries which are having low labour and production cost. For example, the
companies of UK can make use of more efficient technology and also have better interaction
with people across the world which helps them to reduce their cost of operation which is clearly
a positive impact of globalisation (Remy and Ndione, 2020).
Enhanced investment and Foreign Reserves- The another advantage of globalisation
consist of the evidence that it leads to enhanced level of enhancement and allow more foreign
reserves for UK in form of increased number of exports. Further, globalisation has also provided
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a better medium for developed countries like UK to investment their money in profitable
business across the world to get and earn higher return on investment (Borjanić, 2016).
Negative impact of globalisation
Tax Avoidance- Globalisation has provided a much easier way to firms to shift their
production activity in the countries with low tax and taking advantages of tax loopholes. Thus,
created a risk and negative impact in tax reserves and treasury of UK as companies like Apple,
Amazon and Google had shifted their operation to low rate nation like Bermuda, Luxembourg
and Ireland (Sharma, 2016).
Structural unemployment and job insecurity- The another drawback of globalisation
comprises of enhanced unemployment and job security for local people through making
movement of people and migration of employees more easy from low wage rate nation. Many
workers of UK had felt that they had left behind by the process of globalisation and are
struggling to find jobs in new industries which does not match their pay expectations and job
security.
Currency Fluctuation- The another negative impact of globalisation comprises of regular
changes and high level of currency fluctuation during international buying and selling of
products. The prices of US dollar keeps in fluctuating on which the international trade rates are
depends thus UK is facing an issues of imbalanced economy and unnormal prices for goods and
services as negative impact of globalisation (Michie, 2019).
Thus, on the basis of above discussion it can be evaluated that many positive impacts like
Increased Level of Trade, Greater choice of imports, Lower cost of operation for firms and
Enhanced investment and Foreign Reserves for UK through ensuring and leading easy
movement of goods and services across international borders. Further, some consequences and
negative impact are also lead by globalisation for UK which comprises of enhanced level of Tax
Avoidance, higher Structural unemployment and job insecurity along with issue of Currency
Fluctuation.
CONCLUSION
On the basis of above assignment a conclusions can be drawn that betterment and
development of technology and social media has lead to a positive and optimistic impact on the
way companies and organisation used to market and promote their product and services. Social
media marketing leads to better insight in the taste and preference of customers along with
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leading enhanced connectivity with customers which ensures higher sales and a better way for
promotion and affordable advertising of product and services. Apart from this, it has been also
evaluated that an enhanced brand awareness my making use of various social and digital media
platforms are also lead by development of technology. It has been also summarised that
globalisation is a concept that lead to enhanced interaction and more interdependence across
global economies. It has been also find out that many advantages like enhanced trade
opportunity, cost efficient operation and higher level of investment is lead by globalisation.
Further, currency fluctuation and job insecurity comprises as he main negative impact of
globalisation.
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REFERENCES
Books and journal
Borjanić, A., 2016. Impact of globalisation on economy of EU member states (Doctoral
dissertation, University of Rijeka. Faculty of Economics.).
Carpenter, J. P. and Harvey, S., 2020. Perceived benefits and challenges of physical educators’
use of social media for professional development and learning. Journal of Teaching in
Physical Education. 1(aop), pp.1-11.
Harvey, S. and Carpenter, J.P., 2020. Genesis and change in physical educators’ use of social
media for professional development and learning. Journal of Teaching in Physical
Education, 1(aop), pp.1-9.
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Koengkan, M., Poveda, Y.E. and Fuinhas, J.A., 2019. Globalisation as a motor of renewable
energy development in Latin America countries. GeoJournal, pp.1-12.
Luo, T., Freeman, C. and Stefaniak, J., 2020. “Like, comment, and share”—professional
development through social media in higher education: A systematic review. Educational
Technology Research and Development, pp.1-25.
Michie, J. ed., 2019. The handbook of globalisation. Edward Elgar Publishing.
Pourmand, A. and et. al., 2019. Social media and suicide: a review of technology-based
epidemiology and risk assessment. Telemedicine and e-Health. 25(10). pp.880-888.
Remy, E. and Ndione, L.C., 2020. The impact of globalisation on gift systems: An exploratory
study of Senegalese migration. Recherche et Applications en Marketing (English
Edition). 35(1). pp.26-42.
Rosy, B., 2018. Schoology, Changing A Negative Thinking Pattern About Use of Social Media.
IJIE (Indonesian Journal of Informatics Education). 2(1), pp.1-6.
Sarka, P. and Ipsen, C., 2017. Knowledge sharing via social media in software development: a
systematic literature review. Knowledge Management Research & Practice. 15(4).
pp.594-609.
Sharma, S., 2016. Impact of globalisation on mental health in low-and middle-income countries.
Psychology and Developing Societies. 28(2). pp.251-279.
Online:
Grocery store showdown - Tesco vs. Sainsbury's on social. 2018. [Online] Available Through:<
https://www.quintly.com/blog/tesco-vs-sainsburys-on-social-media>.
Effects of Globalisation on the UK Economy. 2019. [Online] Available Through:<
https://www.economicshelp.org/trade2/globalisation_uk_economy/>.
6 Positive Effects of Social Media Marketing on Your Business. 2018. [Online] Available
Through:< https://www.cloohawk.com/blog/6-positive-effects-social-media-marketing-
your-business >.
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