Question

Using the value chain model, describe how information technology might be used to provide a winning position for each of these businesses:

a. A global advertising agency
b. A local restaurant

c. A mobile applications provider d. An insurance company

e. A Web?based audio book service

Answer 1

1. Global advertising agency:

Advertisements are in many forms- online advertisement, digital, social media Ads/ YouTube videos/ Emails etc. Technology may break the link between creative services and media buying and make it more smooth and effective. Search Engine Optimization and Search Engine Marketing can only be effective for Ads to drive customer traffic, only if it has a strong Information Technology backup. OOH (out of Home media banners) have gone digital nowadays, have strong visual appeal and are cost effective, can be changed easily. Mobile apps/ ads are best example how important IT is in an advertising agency and industry.

2. Local restaurant:

Social networking portals like Facebook, Twitter etc. are medium of Advertising for local restaurants or local yellow online pages etc. Collecting online feedbacks is a new trend for every big and small local restaurant. Online table bookings, online food booking and delivery, quick billing, easy and secured payment gateways, new promotional and discount offers on email/ sms Ads etc. are not possible without an efficient IT software.

3. Mobile applications provider:

They are heavily dependent on strong and less costly IT infrastructure and software to develop multiple apps for same category or company or similar apps for different companies. Collecting customer information related to demographics/ psychographics etc. and use Analytics to promote Ads/ loyalty discount offers/ build new apps is not possible without an efficient IT system.

4. Insurance company:

They use IT for Ad displays/ Billing/ payment Collection and information and update sharing via emails/ online services etc. Future if Insurance Company is not possible without IT. All customers have multiple insurance service providers, hence fast IT systems are of course required by insurance companies to keep customer satisfied