INFORMATION AND COMMUNICATION TECHNOLOGY (ICT)-DRIVEN MARKETING: A CATALYTIC AGENT FOR BUSINESSES GROWTHS IN NIGERIA

Abstract

In this age of global networking, the Internet has come to play a crucial role in all aspects of lives, businesses and society as a whole. Presently in the world, the Internet has become an indispensable tool for driving various businesses and services in fields of human endeavours. It is a versatile tool that has helped users’ of diverse endeavours in accomplishing various businesses’ tasks seamlessly and speedily with the aids of few clicks of buttons made possible ICT aided infrastructure. The role of information and communication (ICT) in modern marketing is crucial, because of its various essential applications in driving businesses’ growths. The paper is therefore concerned with the impact of ICT potentials for the promotion of goods and services in the Nigerian economy. An ICT-driven marketing entails the application of interactive and virtual tools for promoting and sales of a nation’s businesses’ goods and services. The fact is that, the advent and application of the Internet has contributed immensely in reshaping the global economies through marketing changes which are cost-effective, flexible and speedy with unparalleled global reach. ICT-driven marketing has the potentials to creating incredible gains for nations and Nigeria in particular and not without its challenges.