Researching the role of information and communications technology (ICT) in contemporary marketing practices

Abstract

PurposeThis paper aims to provide a review of how the role of information and communications technology (ICT) within marketing practice has developed over the past decade and to develop a research agenda to meet future challenges.Design/methodology/approachThe paper adopts a theoretical approach and reviews the historical and current deployment of ICT into marketing practice. It focuses on the CMP framework of marketing practice and, within that, on the original conceptions of e‐marketing within the framework and the corresponding empirical results from various CMP research projects..FindingsThe paper concludes that, regardless of the dominant focus of marketing within an organisation, marketing practitioners increasingly have an ICT requirement within their marketing practice.Practical implicationsThe paper develops the argument for academic research to focus more on ICT practice and implementation to provide a deeper understanding of ICT deployment.Originality/valueDespite the emphasis on ICT deployment in the late 1990s marketers have struggled to embrace ICT within their organisations due in part to a lack of academic clarity and study. This paper extends the Contemporary Marketing Practice framework to examine this issue.

The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries

“…These skills gaps are summarised by the Digital Marketer Model (figure 1). The challenge of an integrated approach to marketing is not new (Valos et al, 2010) and rapidly developing technology makes this an ongoing issue (Akar & Topkcu, 2011;Brady et al, 2008). A lack of guidance on best practice leads to an experimental 'test and learn' approach to digital marketing.…”

“…By "listening to marketers' needs" (Reibstein, et al 2009, p.2) and addressing an issue of relevance to industry (Brady et al 2008) this research has developed a model which can be used to aid the selection of employees at interview, as well as a guide for skills development of current employees. The Digital Marketer Model has emerged from this exploratory project and while it has been subject to scrutiny from communication experts, future research should test it in other business fields, using digital marketing approaches, and with marketing teachers in higher education to ensure rigour and currency.…”

“…There is considerable trade comment which acknowledges a 'digital skills gap' within the marketing field and confirms training needs (NMA, 2007;Crush, 2011;Wood, 2011). There have been calls for research in marketing to increase relevance for current challenges and issues within industry and to address practitioner concerns (Reibstein et al, 2009;Brady et al, 2008) and skills shortages (Valos et al, 2010). Many changes in the field have evolved in response to digitisation.…”

“…Research into social media has identified the need for further academic enquiry focusing on the use of social media for marketing (Akar & Topcu, 2011;Brady et al, 2008) and for that research to address industry needs (Reibstein et al, 2009;Brady et al, 2008) thus closing the perceived gap between industry and academia, in the field of marketing. Reibstein et al (2009) point out that some of the best work has emerged from collaboration between scholars and managers, developing 'theories-in-use' which are academically rigorous and also succeed in having a practical application.…”

“…This research probes these proposed areas of focus, establishing whether practitioners in the communication industry agree that these are the digital marketing skills which need to be mastered. Brady et al (2008) call for further research into the necessary skills sets for dealing with contemporary marketing practices, adding, crucially that it is vital that marketing academics understand and cater to the "conceptual, theoretical and educational requirements of those practitioners"(2008, p. 112). As Brady et al ask for the identification and development of specific skill sets for marketing practitioners, this highlights that there is an idea within industry of the digital marketing skills that must be honed, but that there is a need for research to provide an evidence base in order to address those specific skills gaps.…”