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Influence Of Information Technology (IT) On Marketing: The Case Of Commercial Banks In Kenya
J.K Mbote
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Abstract
Proceeding from the assumption that IT influences marketing, the study \nsought to determine the influence of information technology (IT) on \nmarketing looking at all commercial banks in Kenya. \nData was collected using questionnaires and it showed that IT has had \nsome influence on commercial banks ill Kenya. However in many areas, \nmarketers have not fully and aggressively utilized this powerful tool to do \nmarketing. Though investment costs could be an issue, there arc relatively \ninexpensive IT based marketing tools like Internet and electronic mail, \nwhich are not much utilized. The results showed that majority of Kenyans \nare not within the IT market bracket because they do not access \ncomputers. Most of the IT influence is on marketing with corporate \nclients rather than individuals. Where IT is used on the general public like \nATMs, there are shortcomings like long queues because people are not at \nhome with the technology and that many Kenyans use ATMs at particular \nperiod like the end of tile month or lunch time. ':ollsequently, even if you \nincrease the ATMs the queues will remain. \nThe greatest Influence of IT found in the physical element of the \nmarketing mix and the process. The least influence was on promotion \nwhere it is handily utilized overall. The Kenyan banks are picking lip in \nIT and the potential is very great. Big strides are being made everyday on \nIT and the influence is being felt as every awakening brings about a \ndifferent opening on how to use IT in marketing. The Kenyan banks have \nshowed a lot of interest and IT is being utilized by many banks as a \ncompetitive tool rather than as a support tool. There is an appreciation \nthat IT is the key to the future in remaining competitive and relevant in \nbusiness hence its influence for the banks to change their way of doing \nbusiness. It is the secret to surviving in a very competitive world if \nproperly exploited and used.