Ict in Marketing a study of The Use of Internet and Mobile Phones in Five Selected Companies in Dublin

5.2
RECOMMENDATIONS
ICT in marketing must be brought to a new paradigm, where the tools of ICT will be 
used maximally, effectively and efficiently to gain business value and competitive 
advantage.
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Based on this study, further inferential studies should be carried out where 
hypothesis will be tested on a larger sample size with focus on quantitative 
techniques of data analysis. Studies with geographical regions should be conducted 
comparing countries already advanced in ICT usage in marketing with countries with 
emerging technology (for example African countries).
This research is in no way exhaustive and it opens a window into various areas in 
which further researches into the problems companies face when implementing ICT 
use in marketing.
5.3
CONCLUSIONS
The survey results and analysis show that the companies under study use ICT in 
their marketing but not maximized in terms of the use of emails and SMS/MMS. The 
study revealed that most of the companies have a working website but that a more 
advanced website use is yet to be achieved in terms of the website presentation and 
capabilities. The Internet has dynamic capabilities and despite ICT diffusion in 
organizations it is yet to be fully exploited to create value for money and a 
competitive advantage.
A lot has to be done on the part of organizations to sensitise the public about the 
advantage of ICT use in marketing (in terms of email and SMS/MMS) to them, 
bearing in mind anti-spam laws. The public should be well informed about privacy 
issues to put their minds at rest when giving out their personal details to companies 
or businesses they deal with.
The power of information and communication technology should not be 
underestimated especially in marketing.
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