As of the world to see the

As previously mentioned the important trend is rapidly
changing technology, especially in electronics and tele communications over the
last few decades. One need only pick up any newspaper or view any television
program in nearly any part of the world to see the impact of communications
technology. The Internet, of course, is the most important technological event
impacting business marketing. But the advent of the smartphone, faster and
lower cost computers, and the continuing reduction in the size of components of
every kind, are all critical technological advances. These technologies improve
communications and management within the firm and with suppliers and
distributors. They also allow for higher quality products and customization to
meet customer needs. Improved technology not only makes products better and
adds to visibility, but it also provides many more vehicles for contacting the
customer. Only a decade ago, tried and true methods of marketing communications
like trade shows, catalogues, trade magazine advertising, and mailings were
adequate to reach potential customers and provide leads to the sales force.
Now, a good website is an absolutely essential weapon in the marketing
communications arsenal. Unfortunately, the advent of the website has not
reduced the need for the other forms of communications. In fact, one of the ironies
of the Internet is that other forms of communications are required to drive
customers to the firm’s website. In other words, a website alone is not enough.
One of this book’s authors carried out research with architects which showed
that they expect up-to-date and user-friendly websites while continuing to want
printed catalogues and the ability to get specific advice from a manufacturer either
through a local sales rep or factory technical support on the other end of a
toll-free telephone line. The Internet does not remove the human element of
business either – one of the most important factors for buyers in e-business is
that of the reliability of the supplier’s employees (Lai and Yang, 2009). A
well-designed website also helps a firm most effectively serve a large number
of smaller volume customers. If these customers can be convinced to order
direct from the website, the sales force can be focused on the largest volume
opportunities. One intriguing new trend is that of webcasting, sometimes called
push technology. Webcasting has been defined as a way of updating news or other
selected information on a computer user’s desktop through periodic transmission
over the Internet (WhatIs.com). However, the Hyper Dictionary (2003), defines
web casting as “real-time transmission of encoded video under the control