BM565 Digital Technology and Business Report: Icreon Case Study

This report examines the significance of digital technology in business, focusing on social media as a key tool for marketing and brand development. It defines digital technology and its applications, including websites, social media, and mobile devices, highlighting their importance for communication and data storage. The report analyzes the role of social media in business, emphasizing its functions in reaching a large audience, building direct connections with users, and creating a strong brand image. It explores the evolution of social media platforms and details the web-based and mobile-based technologies utilized, along with examples of how businesses, such as Icreon, leverage these technologies. The report further discusses various technological platforms and software, including Facebook, Twitter, LinkedIn, and Google+, and how different types of businesses, like manufacturing, wholesaling, retailing, and service businesses, utilize these tools. Finally, it evaluates the effectiveness of social media as a business tool, emphasizing its role in expanding business opportunities and creating a positive brand image.

Digital Technology and
Business

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital technology is defined as a process in which people record information in binary
code which is known as bits that consist of pictures and words (Aagaard, A., Aagaard, A. and
Harrison, 2019). This technology is helpful to store the data in storage devices in order to
communicate and transfer the source easily. This includes websites, smartphones, electronic
books, blogs, social media, cameras as well as in banking and finance. It is important to stay
connected with friends, relatives and workplace which help them to communicate by both audio
and video. Digital technology is very helpful in pandemic in online classes, work from home
and many more places. Icreon UK is considered for this report. It is digital innovation agency
which implement the digital initiatives to achice success and operational efficiency. This report
includes importance, development, technological platform along with software of social media
and effective tools used in business.
MAIN BODY
Meaning of social media
Social media refers to the tool to share information, ideas and thoughts which allow
persons to communicate content quickly and easily with the other people. It comprises of
application and websites to share videos, documentation and images. Social media is important
in business for marketing in order to connect with customers and build awareness about the
product and services which result in increase sales and revenue of company. Most of the
businesses use social media to grow their brand image and promote their goods as well as
services. This helps to create brand recognition, interaction with audience to identify the trends
in marketplace and it gather the information to improves the part of that area. For example,
Icreon is develop digital solutions and innovation in business to maximize profitability.
Importance
Reach large audience: It helps to increase business opportunities to meet large amount
of persons as they are active in social media platform with different sites. It builds customer
strong relationship with the end users which improve customer support and return back to
audience with their feedbacks (Aleksandrova, S. V., Vasiliev, V. A. and Letuchev, G. M., 2018).
Direct connection with users: Social media is important method to connect with users
directly without any intervention of the other persons. With the help of this, they know them

better and interact them to make purchasing decisions of brand which lead to engagement on
organisation brand. In context to company directly connect with websites as well as blogs to
boost traffic on websites which result in maximize sales and revenue.
Build brand image: Enterprise quickly respond to the new technology emerging in the
market. Thus, it improves the business performance and productivity to launch new goods and
services in business environment from their competitors. Management focus on innovating and
implementing custom software, web development, mobile apps and CRM development which
help them to build brand reputations with audience (Howell, R., van Beers, C. and Doorn, N.,
2018).
Cost effective: This is the tool which is cheaper to market their products through Internet.
Low cost is needed in social media which includes linkedIN, facebook and instagram which
involves less price to offer goods and services.
Development of social media
Social media sites has evolved in 1997 where audience can update their profile and make
friends with others. Blogs are created in year 1999 for the business. Afterwards, many other
social media arises such as LinkedIn in 2000, YouTube in 2005 as well as Facebook and Twitter
in year 2006. However these website now emerging in the business environment which allow
people to communicate, share images, ideas, messages and documents. Thus, social media
continue to thrives in United Kingdom such as mobile apps, Facebook, Instagram and Snapchat.
In business, social platform take shape to attract and retain customers. In addition to this, they
are engaging people with different content along the entertainment content for the growth of
brand in marketplace. A well maintained websites, blogs and other social media sites which
assist them to directly communicate to target audience which lead to development and success of
business (Luz Martín‐Peña, M., Díaz‐Garrido, E. and Sánchez‐López, J. M., 2018).
Detail description of technology used in social media
The technology is used in social media is web based and mobile based technologies which is
explained below:
Web-based technologies: This is the network which is reachable to audience through
Internet such as blogs, online multimedia and other tools that engage end users to interact with
each other. Companies used in web based which includes software and e-learning. It is a
software which allow individuals to connect with web browser interface. It plays an important

role in order to accomplish business objectives and maximize competition in market place to
generate consumer loyalty. With the changing period of time, the customers are also getting
technological advanced they use the online platforms to search for their products. They use
internet marketing techniques which helps the firms to reach to their customers irrespective with
their area
Mobile based technologies: It is a tool that communicate people with each other at any
place and any time. It is two way communication method that interconnect between more than
two people. Mobile based technology include the devices such as smartphones, watches as well
as digital watches. Mobile technologies are used by the promotes in promoting their products.
Mobile phones has become the crucial part of everyone's lives, without it no one can imagine
their life. It helps in communication through Voice, SMS, and other modes. It helps the
promoters to promote their services so that they can easily access to enterprises content of
promotions.. This includes online marketing which includes displays of advertisements on the
social media sites, search engines and other online platforms. The firms use to develop their
personal apps so that it will be convient for the customers to connect with the enterprise. They
use different kinds of strategies to promote their apps by providing heavy discounts, offers etc. to
attract their customers (Milani, F., 2019).
Every company use different technologies in their business. For example, Icreon is an
organisation which use to serve at global place and provides the digital solutions for their clients.
The technology used by the company is “Transformative power of technology”, which helps
them in their smooth working of the enterprise. This technology is based on the hardware and
software tools which are aided in enhancing the human psychosocial, emotional well being and
many others. This is based on science in which they produce different products that brings an
positive change in the lives of human.
What are the technological platform and software are performed by social media.
Technologies platform used in social media are as follows such as Whatsapp, Wechat,
Qzone, Tumblr and instagram. Few platforms of social media are explained as follows:
Facebook: It is the networking tool that allow users to create their personal profiles and
interact with the audience. It consists such as images, links, documents and communicate the
information with them. They use this method to stay connected with the demand and wants of
people.

Twitter: It is emerging in the market to stay with the business and other users to tweet
every thing related to the brands, products as well as services. These people use this tool to reach
the people culture, trends and other source (Westerman, G., 2018).
LinkedIn: It is the professional site which provide information related to jobs and works
to recruit and select the candidates in a specific positions. In this network, firm create business
profile and give corporate information.
Google+: It is the latest technology platform of social media which is launched in year
2011. This allow people to create groups into different circles which is simple way to
communicate that involves blogs, music and other sites with selected group. In this type of
platform they give bio, profile, images and their business links.
What type of business and organisation uses the technology
There are different types of business which are depended on their functions and on what
they produce. Some of these are discussed below:
 Manufacturing Business: It is the business where enterprise converts the raw material into
the finished goods. After converting it they sells it to other for generating revenues for the
company. They are further categorised under two heads:
◦ industrial goods: these are those goods which are used by the other manufacturer to
convert it into raw material.
◦ Consumer goods: these are the finished goods which are bought for the
consumptions.
` The Manufacturers uses social media platforms like Facebook, slide share, You Tube and
other to promote their content so that they can image a good image in their minds. They use to
promote this to indirectly promote their business practices.
 Wholesaling Business: It is the firm which buys the products in large quantity with the
motive to resale to the retailers. It is also known as the middle man. They are the link
between the manufacturers and retailers.
Wholesaler use this platform to promote their business among retailers. They create good
strategies to attain their long run goals. It is the cheapest alternative that can be used by them to
promote their functions.
 Retailing Business: they buys the products from the wholesaler and resale it directly to
customers. They are treated as the link between customers and wholesalers.

Social media platform is used by the retailers like giving online access to the shops,
building remote relationships with their customers, establishing the brand image among the
customers which helps them in achieving the needs and wants of their customers. There are
number of users which are can compare their products by one another.
 Service Business: They are the service providers which serves in the interest of public
without taking any consideration in exchange of services. They helps the people in
satisfying their needs and wants.
The service business uses this platform to aware the customers so that they can avail their
services which are free of cost and very helpful in attaining their personal satisfactions (Zelizer,
B., 2019).
How is it used as a business tool and is this effective
Social media is helps the business enterprise in generating and expanding their business
at world at large. It creates a positive image in the minds of their customers. This platform is
easy to be accessible from any where in globe. It is the fastest service as the customer can reach
by single click to the organisation. It helps in generating the opportunities of the business
organisation to expand their business and target new customers towards their firm. This helps in
creating rich experience in a low cost campaign. It helps in improving the thinking of the
customers.
CONCLUSION
Social media is the platform which is used by the company to promote their products
which helps them in enhancing their business. The company has to create and publish the content
so that they can be promoted by this activity. These tools are used by the company at top level
managers which decide where they have to promote and what will be shown under their content.
There are many platforms which can be used by the company to promote their products. As there
are several platforms like Facebook, Whats App, Messenger, We Chat, You Tube and many
other where the enterprise can promote their products. Importance of social media are reach large
audience, direct connection with users, build brand image, cost effective. It was emerging in year
2000 which is popular across worldwide. Technologies used in social media is mobile based and
web based technologies which is useful to interact with multiple persons. Platforms of this media
is Facebook, Twitter, LinkedIn, Google+ which is useful for every organisation.

REFERENCES
Books and Journal
Aagaard, A., Aagaard, A. and Harrison, 2019. Digital Business Models. Cham: Springer
International Publishing.
Aleksandrova, S. V., Vasiliev, V. A. and Letuchev, G. M., 2018, September. Digital technology
and quality management. In 2018 IEEE International Conference" Quality
Management, Transport and Information Security, Information
Technologies"(IT&QM&IS) (pp. 18-21). IEEE.
Howell, R., van Beers, C. and Doorn, N., 2018. Value capture and value creation: The role of
information technology in business models for frugal innovations in Africa.
Technological Forecasting and Social Change. 131. pp.227-239.
Luz Martín‐Peña, M., Díaz‐Garrido, E. and Sánchez‐López, J. M., 2018. The digitalization and
servitization of manufacturing: A review on digital business models. Strategic Change.
27(2). pp.91-99.
Milani, F., 2019. Digital business analysis. Springer International Publishing.
Westerman, G., 2018. Your company doesn't need a digital strategy. MIT Sloan Management
Review. 59(3). pp.1-5.
Zelizer, B., 2019. Why journalism is about more than digital technology. Digital Journalism.
7(3). pp.343-350.

Online source:
Meaning of social media. 2020 [Online] Available through:
<https://www.investopedia.com/terms/s/social-media.asp>
Advantages and disadvantages of social media. 2019 [Online] Available through:
<https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantages-using-social-media>