Organizations are drawn to the idea of digital marketing because they
are interested in making both routine and strategic decisions, as well as how
it will affect how their business operates. This interest stems from the volume
of competition and difficulties these businesses face in meeting and securing
the needs of their customers, particularly now that all businesses worldwide
are concentrating on global markets. This interest derives from the requirement
for a suite of systems that monitor the activities of organizational units,
particularly strategic ones, and evaluate and deliver daily reports, which
assist managers in making choices. One of the smart systems thought to be required to understand the
processes of success, labor, and decision-making is digital marketing
capabilities. This increases the likelihood of anticipating the organization's
future strategic direction (Emad, 2021).
Figure 1: Steps in creating a digital-ready workforce (Mathur, 2023)
Digital marketing platforms are one of the contemporary methods for gathering and analyzing data, their application in industry-related companies is inevitable. The management literature lacks a consensus definition for digital marketing capabilities (Wasmann & Spruit, 2012).
The phrase is used more broadly to refer to a management philosophy that aids in deciphering a challenging business environment and locating the best options. The set of processes, knowledge, methodologies, practices, applications, and technologies that aim to effectively and efficiently adopt management activities and to make improved business decisions promptly is the general definition of digital marketing.
Information technology (IT) is now the foundation of contemporary businesses, significantly influencing their cultures. First and foremost, IT makes communication smooth, encouraging teamwork and dismantling obstacles of hierarchy. Remote work is made easier by virtual platforms, which encourage diversity and flexibility. Secondly, IT improves productivity and creativity by streamlining procedures. By eliminating repetitive chores, automation frees up staff members to concentrate on more important work. Thirdly, IT promotes a decision-making culture that is based on facts. Analytical tools facilitate agility and flexibility by offering insights. Encouraging collaboration and team building In the context of entrepreneurship, information technology (IT) enables improved teamwork among people in general (Harini et al. 2023).
Nevertheless, IT does come with its drawbacks too. An over-reliance on digital communication can damage relationships and trust by impeding in-person interactions. Furthermore, data security issues necessitate caution to protect integrity and privacy. All things considered, IT is a catalyst for cultural change that emphasizes data literacy, agility, and teamwork. IT-enabled organizations successfully develop dynamic cultures that are responsive to the rapidly changing digital context, encouraging resilience and creativity and producing original concepts that can result in the development of new goods to meet the demands of ever-changing markets (Duan et al. 2018).
Conclusion,
There are many different ways that information technology affects corporate
culture. Although it promotes teamwork, effectiveness, and data-driven
decision-making, it also has drawbacks, including possible impediments to
communication and security issues. Organizations must negotiate these
challenges for successful integration, using technology to foster flexible
cultures that value creativity, adaptability, and diversity.
References:
Chaudhuri, R. Chatterjee, S. Mariani, MM. and Wamba, SF. (2024) 'Assessing the influence of emerging technologies on organizational data driven culture and innovation capabilities: A sustainability performance perspective', Technological Forecasting and Social Change, 200.
Duan, Y. Cao, G. and Edwards, JS. (2018) 'Understanding the impact of business analytics on innovation.', European Journal of Operational Research, 280(3), pp. 673-68.
Emad,T. (2021) 'Impact of enterprise social media platforms on integrating inter-functional coordination: a moderated-mediation effect of optimising staff capabilities: Empirical study
on ICT SMEs at Gulf Cooperation Council Area', Doctoral dissertation,
University of Huddersfield.
Harini, H. Wahyuningtyas, DP. Sutrisno, S. Wanof, MI. and Ausat, AMA. (2023) ‘Marketing Strategy for Early Childhood Education (ECE) Schools in the Digital Age’, Jurnal Obsesi : Jurnal Pendidikan Anak Usia Dini, 7(3), pp.2742–2758.
Mathur, V. (2023) 'How can leaders plan on building a digital-ready workforce?', PeopleStrong Technologies Private Limited, viewed 30 March 2024, <https://www.peoplestrong.com/blog/creating-a-digital-ready-workforce/>.
Sutrisno, S. Kuraesin,AD. Siminto,S. Irawansyah,I. and Almaududi, AAM. (2023) ‘The Role of Information Technology in Driving Innovation and Entrepreneurial Business Growth’, Jurnal Minfo Polgan, 2(2).
Tariq, E. Alshurideh, MT. Akour, I. and Al-Hawary, S. (2022) 'The effect of digital marketing capabilities on organizational ambidexterity of the information technology sector', International Journal of Data and Network Science, 6(2), pp. 401–408.
Wasmann, M. and Spruit, M. (2012) 'Performance management within social network sites: the social network intelligence process method', International Journal of Digital Marketing Research,
3(2), pp. 49–63.
The topic is particularly relevant in today's digital age, where technology acts as a catalyst for organizational evolution. Overall, the post offers a thought-provoking analysis of the intersection between IT and culture, highlighting the importance of leveraging technology to foster a positive and adaptive organizational culture.
ReplyDeleteThank you very much for your valuable feed back.
DeleteIn the world where there is advanced technology, the culture of an organization as the pilot leading to development using modern technology, the human resource department has been shown in practical terms. A meaningful article.
ReplyDeleteBlogger has well raised the positives and negatives of influence in IT over organizational cultures with a detailed analyze. implementing automated systems would certainly benefit in saving payroll expenses but " Human touch " would slowly fade away and is a concern when it comes to service industry.
ReplyDeleteIT impacts corporate culture positively and negatively, demanding flexible, creative, and secure integration strategies. Well written article.
ReplyDeleteAs the article discussed in here Information technology creates a dynamic and flexible work environment by encouraging communication, teamwork, creativity, and adaptability. This in turn create a positive culture of a company.
ReplyDeleteDue to the wide digitalization of everything in organizations and the rise of AI, Information technology play a major role in HR as well. Routine HR activities can be simplified by the use of IT and the HR department can focus more on the employees performanve, development and their welfare. Relatable topic to discuss.
ReplyDeleteInformation technology is one of the most important pillars when it comes to organizational culture development in this modern era. Very informative article.
ReplyDelete