THE ROLE OF INFORMATION SYSTEMS IN MARKETING STRATEGIES
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THE ROLE OF INFORMATION SYSTEMS IN MARKETING STRATEGIES
Abstract: This study aimed to explore the role of information systems in enhancing marketing strategies within organizations. The objectives were to investigate how information systems improve market segmentation, enhance customer targeting, and optimize marketing campaign effectiveness. A survey research design was employed to collect quantitative data from 270 respondents, selected using the Taro Yamane formula to ensure representation across industries emphasizing marketing and consumer behavior. The study focused on a case study of a consumer goods company in Port Harcourt, known for its use of customer relationship management (CRM) systems and digital marketing analytics. Conducted in Port Harcourt, the reliability coefficient score was calculated at 0.88, indicating strong internal consistency in survey responses. The findings indicated that information systems enhance marketing strategy effectiveness by providing insights into customer preferences, facilitating personalized marketing communications, and measuring campaign ROI. The study recommends that organizations invest in advanced CRM systems, integrate marketing automation tools, and leverage data analytics to optimize marketing strategies, enhance customer engagement, and achieve competitive advantages in target markets.
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