The Role of Technology in the Marketing Communications Industry: An Exploratory Study of the Impact of North American Influence on Local Business in Trinidad and Tobago

DOI: 10.4236/ajc.2014.23009   PDF   HTML     4,186 Downloads   5,902 Views   Citations

Abstract

New communication technologies such as the Internet are causing sweeping changes within the global marketing communications industry. Therefore, the implications of e-marketing for business in Trinidad and Tobago are profound as seen in a national plan to address this need. This study examines the efforts of local businesses and consumers to get on the e-marketing bandwagon already commonplace in the U.S. Two surveys were conducted among local businesses and local consumers to determine their readiness and/or success. In spite of governmental efforts to expand Internet capabilities, lethargy and lack of access still plague local businesses. This contrasts with local consumers who are more receptive to e-marketing expressing an increasing demand for online information. It is therefore imperative for the T&T government to address the deficiencies in its ICT plan so that local businesses and consumers can catch up with the rest of the world before the gap widens to a point where it becomes impossible to do so.

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Sooknanan, P. and Crichlow, K. (2014) The Role of Technology in the Marketing Communications Industry: An Exploratory Study of the Impact of North American Influence on Local Business in Trinidad and Tobago. Advances in Journalism and Communication, 2, 84-92. doi: 10.4236/ajc.2014.23009.

Conflicts of Interest

The authors declare no conflicts of interest.

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