Analytical Report


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Analytical report


The analytical report presents an analysis of communication trendsand developments that are affecting Olson Marketing Company. Thesetrends are creating new client expectations and affect the nature ofbusiness operation at the company. The report is divided into fivemain sections. The first section introduces the topic and a briefbackground of the state if information technology development. Thesecond section presents the statement of purpose, while the thirdsection is the problem statement. The fourth section, and perhaps themost significant one, summarizes three main trend in businesscommunications, which have a direct impact on the company. The finalsection contains recommendations to help the company maintain acompetitive position in the industry.

Threetrends are discussed. The first one is the recent increase in ITspending by communication companies. Over the past few years,businesses have been driven by the enthusiastic businesscommunication technology. As such, they have increased the amount ofinvestment in acquisition of technology and IT infrastructure.Secondly, cloud communication has over the past few yearsrevolutionized the way businesses communicate, by making improvementsto features such as call waiting, video conferencing, and callforwarding. These advancements include opening multiple applicationswhile on hold, adding new members to the conversation at any point inthe call, and sending data files while still on phone. The finaltrend is device friendly workplace, whereby companies have allowedthe employees to work even from outside the office. This ischaracterized by Bring Your Own Device (BYOD), which promotesefficiency in operation and cost savings solutions. The reportrecommends that the company increase its investment in IT solutions,installation of a cloud based phone system and adoption of BYODpolicy.

Email marketing companies have to study and analyze communicationtrends and developments for the purposes of meeting the clients’needs. Developments in technology and the dynamic nature ofcustomers’ preferences have been two of the main revolutionaryelements in the industry (Disner et al., 2005). Over the past coupleof years, trends in electronic communications, such as the emergenceof new platforms for receiving and sending electronic mail, haveshaped the nature of business operations. At the same time, everchanging customer preferences has impacted the types of communicationplatforms, technologies and strategies that are used in the industry.These are some of the main elements shaping the trends in businesscommunication, and which in most cases, act as barriers to operation.This is an analytical report on business communication trends atOlson Marketing and possible courses of action for effectiveoperation.

Statementof purpose

This analytical report looks to address the current trends incommunication, which directly affect Olson Marketing Company’soperations. The report aims to identify the trends and evaluate thepossible challenges that they may present to the company, which mayact as barriers to operation, and possible solutions. The paperintends to address three major trends that have been observed in therecent times.

Problem statement

Wellington Marketing is a retailing business dealing with women’sclothing outlets. The business is therefore operating in a highlycompetitive industry, with rivals working round the clock to edge outeach other in business. One of the Key Performance Indicators in thisbusiness is communication efficiency. As such, the company has toensure that it communication strategy is fruitful and that it adaptsthe most efficient solutions.

Therefore, for business in this industry to perform, there is need tohave a sustainable contingency plan to provide flexible approaches torespond to the changes. One of the most efficient ways of doing thisis studying the trends in communication, making meaning out of themand using the findings to create recommendations for future approach.Failing to do this, a communication company is at risk of losingclients to rivals, hence reducing revenue and profit.

of the trends

Thepaper identifies three major current business communication trendsthat affect the company. They are chosen based on their generalsignificance to the operations and impact to business. They are anincrease in IT spending, communication systems in the cloud anddevice-friendly workplace.

  • Increase in IT spending

Over the past few years, the communication businesses have becomeoriented to enthusiasm in business communication technology. This hasbeen facilitated by improvements in the economy and opportunities fortheir businesses. As such, advertising companies have increased theamount of money they spend in IT infrastructure. Windham (2015) saysthat in the year 2014 alone, companies spent about $3.9 Trillion inacquiring new IT infrastructure and software solutions to improvetheir communication logistics. In the email marketing servicebusiness, this growth is presents an imperative need to allocate morefunds into IT investment, with the hope that there will be optimumresults. This clearly may be a challenge to the company, given thatit has already spent quite a considerable amount for the same.Additionally, there is no research that assesses the viability offurther investments, as far as returns are concerned. However, it hasto be kept in mind that procedural investment in IT has always beenproductive, and it being a major trend in business communication,chances are that the company would be making the right choice inpumping more funds into it.

  • Cloud communication

Chen, Nepal &amp Liu (2011) describe cloud communication as aninternet based voice and data communication, which is capable ofhandling large amounts of data accessible by even people who areoutside the organization. The information on cloud communication isaccessible over the public internet. In the contemporary businesscommunication practices, cloud communications are used throughapplications such as Skype and Google Hangouts. Cloud communicationoffers options and features such as call waiting, video conferencing,call forwarding and many other advanced business communicationapplications. Furht &amp Escalante (2010) explain that cloudcommunication has become an investment for business communicationpurposes, as it itself is a standalone concept in informationtechnology. By this nature, cloud computing provides the users withthe ability to control their own communication and use features thatbest suit their needs. In companies such as Wellington Marketing,where mass communication has advanced throughout the years, cloudcommunication offers flexibility and cost saving.

Many other businesses in the industry are switching to cloudcommunication because of its low cost, high efficiency, decreased ITdependency and user-friendly platforms (Martson et al, 2011). Thecloud-based services continue to facilitate a fundamental shift fromlimited networking to mass communication, hence impacting the flow ofcommunication within and outside the company.

  • Device friendly workplace

Over the past two years, business communication has been shaped bythe emergence of new communication devices, such as smartphones andtablets. This has necessitated the need for having a mobile-friendlyworkforce, which has the freedom of choosing from a number of optionsprovided for by the employer. For instance, in the past, the onlymeans of communicating with the employees once they left the officewas through their pocket phones or home landlines. However, companieshave now been compelled to use Bring Your Own Devise (BYOD). BYOD isthe practice of allowing the employees to make use of their owndevises, such as personal computers and laptops, to work (Al Harthy &ampShawkat, 2013). BYOD offers opportunities such as effectivecommunication, employee motivation and cost effectiveness. With thisemerging trend, companies have taken the route of providing theirworkers with extra devises, such as tablets and smartphones, whichthe employees can carry home and continue working with.


  1. It is recommended that the company increases investments in the IT department. Given that the company’s nature of operation is defined by technology in communication, it would be best that the budget for IT development be given priority, and that all necessary steps be taken to ensure that it secures the best and most efficient solutions for communication.

  2. Given the trends in cloud communication, it is advisable that the company installs a cloud based phone system. One of the advantages of this is that it creates greater mobility, and the mobile solutions become easy to deploy. AT the same time, adopting a cloud phone solution will help the company to cut operational costs, and the monies can be used for investment in other profitable areas. Finally, it is recommended that the company outsources an IT communication company’s services to keep the cloud communication system up to date with the latest developments.

  3. The employees need to be supplied with devises to enable them continue working even when they are at home. This means that the company needs to incorporate BYOD policy in its business operations.


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