Mobility The world of information technology is constantly being challenged to move into other segments of business functions. No longer can an IT manager simply control the company's internal data and information flow. One generalization that was identified is that information technology is becoming increasing intertwined with both marketing and advertising. Many consumers, especially the younger generations, consider information they acquire online by various means to serve as the foundation for purchasing decisions. Not only do such consumers scan the web to compare pricing information, but they also engage in product research through various means.

It is becoming increasingly difficult to reach these consumers with a marketing message. Many consumers effectively shun any traditional type of marketing messages. Such consumers can actually have contempt for such an approach as it seems to question their intelligence and as a result these messages can potentially have a counterproductive effect on brand image. This paper will focus on how IT can support marketing in reaching consumers in innovative and non-traditional methods. Social networking e-commerce is one of the trends that will be analyzed as well as the availability of accessing these store fronts from mobile devices. Additionally, one trend that was also identified is how consumers often form online "tribes" which is offered as one model of online social structure that must be considered in attempts to create an effective online presence and consequently this trend will also be discussed.

Social Networking Shopping

Social networking is undoubtedly one of the biggest developments in recent generations. The unprecedented popularity of sites such as Facebook...

The integration of such sites into daily lives has completely altered the ways people communicate on a daily basis. Not only has it transformed social relationships, but it has also had many impacts on how organizations can reach potential consumers. The popularity of business trying to market their products through such mediums is evolving just as fast as the trend that emerged with individuals started using sites such as Facebook.
Since this trend is developing so fast there has been little opportunity for researchers to study the facets of such activities with any comprehensiveness to determine instances of best practices or any generalizations that can be applied universally. However, there are many cases of retailers harnessing this space to drive business and create a competitive advantage among there more conservative and slower moving competition. Businesses such as 1-800-Flowers currently have over a quarter million Facebook followers (1-800-Flowers 2011). These "followers" can be reached with marketing communications at a rate that is unprecedented in history. Not only can the followers be accessed nearly instantaneously, if the Facebook member chooses to "like" the message it can also reached their online community of people in an exponential or "viral" manner.

This trend has also been greatly expedited by another trend in which mobile computing via smartphones or mobile devises allow access to social networking sites from virtually anywhere. Thus the convenience of connecting with friends, family, and other members of an individual's online community has further…