Digital Tools and Technology

Paper Summary:

In this article, the writer notes that evidence-based research suggests that companies who integrate their online and offline services are much more likely to benefit from marketing by utilizing an entire spectrum of tools and methods available to them. This in turn will result in greater efficiency, production, customer service, branding and a more competitive outlook in today's technology-oriented society. The writer maintains that companies should use marketing tools more comprehensively both online and offline to gain the most value from what technology today has to offer. The writer discusses that customer service should not be the mainstay for digital exploration; rather, the use of digital tools for customer service, product development, and advertising should be equal, so organizations are more likely to benefit from all the Web has to offer.

Outline:
Counterargument
Support for Digital Integration in Marketing

From the Paper:

"The results of this study contraindicate what others suggest when they say that customer loyalty and service is improved by online transactions. In this case, the authors conclude that online service quality is not remarkably related to retaining customers and does not allow the organization to build relationships with customers. It is important to note however that these results may be specific to the banking industry and not necessarily generalized to other industries. It is also important to note this study may prove the point that only integrated and comprehensive online marketing is capable of resulting in systematic improvements in a company's marketing presence both online and offline. If the banking company in this study had focused on digital tools other than those geared toward improving customer service, they might have realized the many benefits online technology has to offer, as indicated by the studies below."

Sample of Sources Used:

• Bansal, Harvir S., Gordon, H.G. and McDougall, Shane S. 2004, 'Relating e-satisfaction to behavioral outcomes: An empirical study'. Journal of Services Marketing, vol. 18 no.4, pp.290-302, DOI: 10.1108/08876040410542281, Emerald Group Publishing Ltd., ISSN: 0887-6045
• Foucault, Brooke E. and Scheufele, Dietram A. 2002, 'Web vs. campus store? Why students buy textbooks online'. Journal of Consumer Marketing, 19, no.5, pp.409-423. DOI: 10.1108/07363760210437632, Emerald Group Publishing Ltd., ISSN: 0736-3761
• Harridge-March, Sally. 2004, 'Electronic marketing, the new kid on the block'. Marketing Intelligence & Planning, vol. 22 no.3, pp.297-309. DOI: 10.1108/02634500410536885, Emerald Group Publishing Ltd. ISSN: 0263-4503
• Herington, Carmel and Weaven, Scott. (2007) Can banks improve customer relationships with high quality online services? Managing Service Quality, vol. 17 no.4, 404-427. DOI: 10.1108/09604520710760544, Emerald Group Publishing Ltd.
• Joines, Jessica L., Scherer, Clifford W., and Scheufele, Dietram A. 2003. 'Exploring motivations for consumer web use and their implications for e-commerce'. Journal of Consumer Marketing, vol. 20 no.2, pp.90-108. DOI: 10.1108/07363760310464578, MCB UP Ltd. ISSN0736-3761

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