A Study on the Impact of Digital Technology on Sales: ITP Media Group

This report investigates the impact of digital technology on sales, focusing on the ITP Media Group. It begins with a background study highlighting the importance of digital technology in the media industry, particularly in the Middle East, where ITP Media Group operates. The report aims to analyze this impact, derive the significance of digital technology for boosting sales, evaluate the impact of implementing digital technology within ITP, and identify the relationship between digital technology and increased sales. The literature review synthesizes the findings of multiple authors, exploring the transformative effects of digital technology on business activities, sales, and customer engagement. The methodology section outlines an inductive research approach and exploratory research design, to facilitate a deep understanding of the topic. The report also incorporates a Gantt chart for project management, and the findings suggest strategies for ITP Media Group to improve its sales performance by leveraging digital tools, including social media marketing, cloud technology, and modern POS systems. The report concludes by emphasizing the necessity of adapting to digital transformation for media companies to stay competitive.

THE IMPACT OF
DIGITAL
TECHNOLOGY ON
SALE
1

Table of Contents
Background of the study..................................................................................................................3
Literature review..............................................................................................................................4
Methodology....................................................................................................................................7
Gantt chart......................................................................................................................................10
Reference.......................................................................................................................................12
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Background of the study
Digital technology plays significant role within the firm as it helps various opportunities
to the firm. In present time, innovation and disruption has changed the landscape of business in
media industry. Due to digitisation media industry is greatly impacted from each and every
direction. One of the main aim of the firm is to make profit and it can be done through
improving the performance of business and employees (Simmons, Palmer and Truong, 2013).
Regarding this, there are wide range of digital technology that can be used by the firm in respect
to make profit. The present research is based on analysing the impact of Digital technology
company sales. Digital technology plays significant role in present time to grab attention of
customers and encourage them to make purchase. ITP media group is known as the media
company which focusing on Middle East. The firm is facing issues because of less use of digital
technology in their business activities. The present research will help in developing
understanding related to significance of digital technology in media industry. Consumers of
content are finding out fast and easy way to digest information which lead to increase demand of
video-based delivery.
Aims
To analyse the impact of digital technology on company sales – A study of ITP media group
Objectives
 To derive the importance of digital technology for boosting sales.
 To analyse the impact of implementing digital technology in ITP media group.
 To identify the relationship between digital technology and increasing sales of business.
 To recommend strategies for improving sales of ITP media group by implementing use of
advanced technological tools.
Research questions
 What is the importance of digital technology for boosting sales?
 What is the impact of digital technology in ITP media group?
 What is the relationship between digital technology and increasing sales of business?
 What are the strategies for improving mobile marketing techniques for increasing sales of
ITP media group?
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Literature review
Literature review is the essential aspect which enable investigator to gather information
provided by the different authors on the selected topic. It will be enough effective in respect to
develop deep information related to the selected topic and make research more valid.
According to the view of Fitzgerald, Kruschwitz, Bonnet and Welch, 2014 there are
many types of business activates are carried out within the media company. It leads to include
preparing products according to customers requirement’s, sales of the product etc. Kane, Palmer
and Buckley, 2015 state that different people have different set of preference and requirements
and it is essential for the firm to understand them and carry out research in an effective manner.
There are various types of changes take place within the media company due to the
implementation of new technology. With the use of digital technology, it become easier to carry
out business activities in an effective manner. Along with this company can easily enhance sales
and profit of the firm. New technologies are now become the heart, the centre of every business
strategy. Sako, (2012) argued that, new technology has provided opportunity to the business to
save their cost and time and enhance productivity. It made easier to understand the needs and
demand of customers and encourage them to make purchase.
Hence implementation of new technology has put great impact on the sales of media company
and provide them opportunity to expand their business. For instance, effective social media
marketing strategy has grab the attention of large number of customers and influence them to
make purchase decision. With the use of digital technology company can easily operate more
efficiently if they use all the technologies in an effective manner. Digitising files can make easier
to customise documents for instance user agreement and contract templates. It makes
communication as instant with email and provide capability to send information through mail.
Along with this it made easier for the customer to get information easily from websites related to
the new products whenever they want. Similar to this, Arts, van der Wal and Adams (2015) state
that first and foremost that digital technology can directly affect the ability of firm to
communicate with its consumers. For employee it is essential to interact with client on tome and
clearly. Through the fast shipment option company to move products in different geographical
areas. At the time when customer use new technology for interact then business gain lots of
benefits. It help in creating a good image in the market.
The impact of Digital technology over the ITP media group-
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According to the view of Simmons, Palmer and Truong, (2013) states that digital
technology has transformed the activities of media. Thus, it can be said that in the Morden area
technology plays essential role to be up to date with current affairs. ITP media group works as to
publishes magazines, organizing conferences and operate websites. In contrary to (Bucolo and
Matthews, 2011 ) states that in information can be accessible with the help of internet in the bet
mode and there can be use of Wireless application Protocol. It is the kind of technology on which
message alters on mobile phones. In addition to this, Davidson and Vaast, (2010) states that
there are kinds of current technologies which is needed to get improved. There is need to
introduce number of new technologies which can helpful to the deal with media activities. As per
the view of (Obeidat and Abu-Shanab, 2010) states that New technologies are generally
expensive but also it is important to purchase them so that it can be worked out in more effective
manner. In addition to this (Andriole, 2012) states that there is need to bring developments on
which how the information is need to processed in specific mode. According to the view of
states that there are number of High definition Television and it is the kind of new things which
works as to incorporate their program with more clarity in the picture and sound. Mobile
television is the oldest technology but it is helpful in order to attract large number of audience in
market. ITP media company is using the Digital Radio and works as to make the sounds waves
clearer eliminating interference with the FM frequencies etc. in this manner it can be true to said
that Radio is developing and becoming more widespread due to internet. Smirin, Sion and
Udotov, (2015) Pointed out that people will get more attracted towards with the use of Radio
technologies. Thus, it can be said that development of the internet facilities with the use of
broadband will be helpful to access the information. As per the view of Patterson, Stephens and
Snelgrove-Clarke, (2017) states that the internet is the valuable commodity for the number of
people in the market. Thus, it can be said that media production will be helpful in relation to gain
the success in market. It is essential to develop rapid rate and it is need to be developed in the
effective and efficient mode. With the help of internet facility, the firm is able to advertised their
product in cheaper rate. In addition to this, Blackwell, Lauricella and Wartella, (2014) it can be
said that media industries can be up to date with the number of new methods and technologies in
market so that operation of activities can get expanded. The technological advance will always
helpful to attract the customer in market. Fitzgerald, Kruschwitz, and Welch,, (2014) Pointed out
that the merger of broadcast and internet media and all these activities are helpful in order to
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attract the attention of customer in the market. Use of digital technology helps to ITP media in
manner to create the scalability, reduction in expenses and works as enhance satisfaction of
customers.
According to the view of Davidson and Vaast, (2010) there are various activities which
are carried out in the media company including the requirement of customers. Obeidat and Abu-
Shanab, (2010), state that different people have a different set of preference and taste and it is
essential for the firm to understand them while providing services. In the organisation, there are
different departments who are working together with a common goal that are employees, chef,
receptionist etc. According to the view of Sako, (2012) there are many changes has been taken in
relation to digital technology. For medial company, it is important to understand the importance
of digital technology and adopt them. There are various issues identified that create difficulty for
the firm while implementing new technology. Regarding this, one of the main problem which is
identified is related to the proper planning and cost that incurred (Bucolo and Matthews, 2011 ).
At the time of implementing new technologies, it is important for the firm to do the
proper planning so that no extra cost occurred. (Succo, Berrone and Crosetti, 2015) However, to
use new digital technology it is important to hired highly skilled employee or trained existing
employees so that they can use them in an effective manner.
According to the opinion of Pagani and Pardo, (2017) implementation of new technology
help companies in saving cost and time. Along with this it also helps in establishing a strong
relationship with customers. The company can easily deliver quality services to its customers
with the use of new technology and also modify products as per customers requirement which
helps in enhancing the satisfaction level of customers.
Collins and Halverson, (2018) stated that there is link between digital technology and
sales of the company. Digital technology provide opportunity to the customers to make direct
purchase through websites. Along with this they can easily compared one company product to
another. They can also get detail information related to the products and services on company
websites.
Digital has replaced the print and it is inevitable. At present the cost of technology is
dropping down and devices used to digest media are getting more advanced and convenient.
Westerman and Bonnet, (2015) state that watch clips and user generated content on their mobile
phone and computers. Media companies understand that they required to take benefit from this
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circumstance through promoting viewers to share with the use of branded content and hashtags
that provide better reach. To enhance sales digital technology company need to focus on social
media, the cloud, modern POS system.
Methodology
Introduction
Research methodology is considered as an important chapter in the research as because it
supports in carrying out research in right directions. It incorporated various tools and techniques
such as data collection method, research philosophy etc. Below are provided various different
methods and techniques used in the present investigation with justification.
Research approach: Research approach is one of the essential factor which put the lights on the
method through which information can be gathered. Generally, it is classified into two types that
are inductive and deductive. In inductive approach researcher focus on generalisation of the
collected information and then specific information is gathered. In this investigator analyse the
observation through considering theoretical framework (Kerr, Eckert and Wandwabwa, 2016).
On the other hand, in deductive approach specific information is collected first then moved
toward the generalisation of the selected topic. For the current research inductive approach will
be used in which emphasises is on gathering specific information. However, for this study
researcher choose inductive approach because it will assist in determining importance of digital
technology with the helps of applying theories and models. Reason to choose this method is that
it provides deep understanding related to the selected topic. Further, it supports in identifying the
way Media company can be impacted through the use of digital technology.
Research design:
It is a procedure through which an investigator can present the findings in respect to get
valid outcome. There are three kinds of research design such as exploratory, explanatory and
descriptive. The exploratory research design focus on discovering the issues which is not
determined still in the any research. Further explanatory focus on identifying and uncover the
issues which assist in providing valid outcome in the line of aim (Wright, Wahoush. and Jack,
2016). For the present research descriptive deigns will be used as it describing the population
which are covered on the study. Reason for selecting this design is that it will support to present
the findings related to the factors which are affecting the research process. The nature of research
is subjective and implementation of descriptive design helps in describing characteristics of a
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population or phenomenon being studied. In context to this, characteristics of population will be
described which develop deep understanding related to the selected topic.
Research philosophy:
Research philosophy is known as the assumption, belief and values of the scholar related
to the selected topic of research. Interpretivism and positivism are two different types of research
philosophy. In interpretivism is shows the single fact which is followed by various facts while in
positivism it depended on the certain facts and figures related to the selected topic (Bailly and
Comino, 2017). The current research is based on the analysing the impact of digital technology
on company sales, therefore interpretivism research philosophy will be used by the scholar.
Through the help of this investigator can easily incorporate its own views and suggestions related
to the research issues. Hence, the research is theoretical and implementing positivism will be a
confusion process because it is based on natural phenomena of subject and object with regard to
their properties and relations.
Data collection method
To complete the entire research, it is essential for the investigator to collect the
information from different sources that are primary and secondary. In primary information, the
provided information is new and fresh which can be collected from survey, questionnaire etc.
Primary data is the information that a researcher gathers form the first time for a particular study.
It is, therefore, known as first-hand information (Mebius, Kennedy and Howick, 2016). There
are different methods for collecting primary data. They are focus groups, observations,
interviews, surveys etc. For the present study, primary data was collected with the help of survey
questionnaire method. It was gathered from the employees of the ITP media group. Secondary
data is the information that has already been published in the previous researches. For the present
study, to analyse the impact of digital technology on company sales, secondary data was
collected from journals, books, organization records, online articles, blogs etc. this helped in
gaining a better understanding of the subject matter. Implementing use of both the data collection
methods assist in developing critical understanding over study topic because it enables facts of
comparing past and current information to draw findings. Hence, researcher will ask questions
from the employees of ITP media group. It will help in gathering depth information related to the
selected topic. Employees know about the digital technology and they used it within the firm.
Data analysis:
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Data analysis is known as the essential chapter in the entire research that attain the aims
and objectives to get a valid outcome. It is a systematic process that help in analysing the
information with the use of tools and technologies (Winit‐Watjana, 2016). It is of two types
qualitative and quantitative techniques. quantitative techniques for analysing the information is
basically used at the time when information is required to be collected in numeric form. Under
this, various SPSS tools are used by the investigator such as descriptive test, Z-test, T-test etc.
On the other hand, in qualitative research focus on evaluating the information with non-numeric
form. In these various themes are prepared on the basis of survey results and interpretation is
done. For the present research qualitative method will be used. In this researcher make various
themes and tables on the basis of results. Beside this, different graphs and charts will be prepared
that assist in supporting the findings. The reason for selecting this technique is that it is more
suitable and appropriate for the present research as per the nature. The nature of research is
subjective and therefore implementing quantitative process would have been confusion and
lengthy process. Thus, to make research systemic and considerable for further discussion and
evaluation, scholar implemented use of qualitative analysis.
Sampling
It is not easy for the investigator to carry out research from the large number of
population. For survey sampling method is required to be used by the researcher. There are two
types if sampling method probability and non-probabilistic (Creswell and Poth, 2017). For the
present research probabilistic method will be used. Under this random sampling method will be
consider by the investigator. Here 50 employees of ITP media group will be selected randomly.
Reason to choose random sampling method is that it reduces the chances of bias and provide
equal opportunity for being selected. The scholar has chosen random sampling method for the
study because it reduces the risk f getting biased results and evaluation.
Ethical consideration
At the time of carrying out research it is essential for the investigator to undertake ethics
so that research can accomplished on time. At the time of carrying out survey researcher should
not force respondents to take participation in the survey. Along with this reason for conducting
the survey need to be made clear in front of them so that they can provide valid answer. All the
information provided by the researcher need to be kept confidential and destroy them after use so
that no other person can misuse it (Edson, Henning and Sankaran, 2016). Along with this,
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secondary information should be cited properly from the authentic sources for making the
research reliable and valid.
Research limitation
There are different types of limitation which is faced by the investigator at the time of carrying
out the research. It is essential to take proper steps so that so that limitation can be minimised.
Here below are some limitation faced by the researcher:
Aims and objectives: It is considered as based of the research, it is essential to take appropriate
step so that accurate analysis can be carried out. Therefore, proper aims and objectives are
required to be made so tat scholar can focus on the investigation (Tight, 2016).
Limitation of time: There are many activities which are required to completed on time as delay
in one activities can increase the time of other activities.
Selection of methodologies: There are various methods, and techniques which is required to
choose for attaining the aim of the research. If methodology is not selected properly then it put
negative impact on entire research.
Gantt chart
To complete the research there are many activities which researcher need to carried out
on time. It is important for the researcher to carry out all the activities on time so that it can
easily overcome any monetary consequence which can occur due to delay in activities.
Therefore, investigator has prepared Gantt chart in which each activity is schedule and should be
completed on the provide time. Here below is the Gantt chart.
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
research
proposal
Making aims
and objectives
Conducting
secondary
research
Focus on
research
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methodologies
Gathering data
from primary
sources
Collecting and
evaluation the
information
Interpretation
of the gathered
data
Recommendation
and conclusion
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