Technology's Impact on Marketing: A UAE Perspective

This report provides a comprehensive overview of the integration of technology in marketing, particularly within the context of the United Arab Emirates (UAE). It explores how technological advancements, such as social media, websites, mobile apps, and email, have revolutionized marketing strategies. The report highlights the importance of understanding technological factors, adapting to changes, and leveraging innovative ideas to enhance communication, reduce costs, and improve employee efficiency. It examines various technological tools used for online marketing, including social media platforms, website ads, and video/audio advertising. The report also emphasizes the need for companies like Custom to cater to diverse age groups and conduct market research using technological tools to remain competitive and customer-oriented. The analysis includes the importance of data analysis and information systems for improved quality and speed in marketing operations. Finally, the report underscores the critical role of technology in internal and external communication, and how it impacts the overall success of a business in the modern market.

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TECHNOLOGY IN MARKETING
Student’s Name
University
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Technology and Marketing
For any organization to be successful in the market there is need to have an
understanding of what is taking place in the world around the business operations. Some of the
factors that are in the surrounding of a particular organization determine the rate at which it will
succeed in the days to come. Marketing should be the central point of concentration as it ensures
that the products reach the customers and the organization makes a profit. In the 21st century,
technology has been integrated into marketing which has changed the way companies reach out
to customers as well as run internal affairs that are related to distributing products and services.
The technological factors take into consideration the rate at which technology is advancing and
how much integration does a company needs to have for a successful business regarding the
realization of company goals (Ghauri, 2010). The United Arab Emirates is a state that is
technologically evolving with new ideas being launched in the market. It would be an excellent
opportunity for a company in the United Arab Emirates that offers technology products and
services to enter the market both locally and globally as long as they are in line with what is
expected.
Custom is a company in the United Arab Emirates that offers services in all
technological-related fields ranging from computing devices and well as offering services that
are related to preventive and corrective maintenance. In its vision, Custom intends to reach
customers that are located in different parts of the world. To achieve the goals, technology is one
of the tools that will be used in marketing as research has shown that majority of the world
population have access to the internet. One of the marketing benefits that have been achieved
through technological advancements is communication both internally and externally.

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The heart of every marketing strategy that is used by an organization is the
communication. One aspect of communication that is utilized is making the users aware of an
existence of a product or a service in the market. Technological tools have been a development
that links the organization to the stakeholders to make the management easy. The management
of the organization needs to analyze the new technology to get the ideas about the various design
issues related to offering technological services towards the meeting the needs of the customers
as well as increase the profit margin levels. When an organization is informed on the emerging
issues in the line of the product and services it produces, it makes it remain competitive. The
information that should be greatly invested on is how the organization will utilize innovative
ideas to bring changes in the use of technology to provide quality services in UAE. Innovative
ideas in this context aim at reducing the production cost and maximize profit through
technology. If an organization is unable to adapt to the ongoing technological changes, then, it is
destined to lag behind its competitors in the market. It is essential for the Custom to focus on
specific factors such as cost and reliability which is related to technical elements of marketing in
the company service provision (Rohani, Golbarg, and Mutasim, 2014).
The technological tools that are widely used to link the organization and the stakeholders
include websites and mobile apps. With automation being one aspect of technology in an
organization, marketing operations are moved from being manual and become digitized where an
organization can post what they offer regarding product and services to websites and mobile apps
(Doole and Robin, 2008). Ordering and payment processes have been made easy where the
customers can request their products and services without necessarily moving from to the
premises of the sellers.

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Various technological tools can be used to achieve online marketing. One of the most
common ways that are utilized by companies is the use of social media. Social media users are
increasing on a daily basis due to the availability of devices that supports their functionality.
Commonly used social media platforms in the 21st century that have shaped marketing to better
levels of improvements include Facebook, WhatsApp, and Twitter (Petruzzellis, 2010).
Companies can post their products on any of the platforms, and it can be shared easily with the
others which makes communications more accessible. Next to social media, website ads play a
critical role in the promotion of products. Website ads are pop-ups that are incorporated in the
functionality of a website providing a description of particular goods and services offered by the
organization. The effectiveness of the websites has been achieved due to the increased
population that is using the website as a means of communication as well as research.
The printing press is a technological marketing strategy that is widely used by companies
to market them. The printing press has come up with online platforms where readers can read
their publications which set an allocation for the advertisements. Video and Audio recording
have in the past couple of decades turned out to be advertising platforms. When releasing a
particular media to the public through media playing sites such as sites, advertisements are
included which features in the middle of an audio or video production. Email is another
technological tool that is used for online marketing. Successful businesses in the world today
have corporate emails that are used to contact users as well as employees in case there is an
innovation (Chaffey, et al. 2009). Through, hangouts when a customer has a question or an
inquiry regarding a particular service or product, they can directly interact with the organization
which enhances acceptability.

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Innovative technology gives an organization a chance to improve the efficiency of the
employees and enhance the productivity towards accomplishing the goals of the organization.
Employee serves the responsibility of ensuring an organization connects to the customers among
other stakeholders. Technology is directly related to the performance of the employees as it
improves on efficiency as well as reducing the gap that may be available for the organization and
the customers. Concentrating on marketing about employees, technology provides
communication channels such as emails and Skype which are essential when demonstrating
features of a product to the customers as well as offering solutions to problems that are realized
in the course of the functioning of a particular product without having to move from one
geographical location to another. Also, the UAE market is extensive, and it is essential for
Custom to offer a variety of technological services covering different age groups so that they can
experience a sense of variety which is made to influence psychologically. For the employees to
be in a position to produce products that fit a particular age group it is essential to have a product
that is in line with the expectations of that particular age group. To be always updated regarding
the various changes that are taking place in the market, research can be conducted with the aid of
technological tools which translates to the organization producing goods and services that are
customer oriented. In addition, when research has been performed, the data can be analyzed and
stored in information systems which improve on quality and speed.

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Bibliography
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Petruzzellis, Luca. "Mobile phone choice: technology versus marketing. The brand effect in the
Italian market." European Journal of marketing 44, no. 5 (2010): 610-634.
Rohani, Golbarg, and Mutasim Nour. 2014 "Techno-economical analysis of stand-alone hybrid
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