ICT for Marketing

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ICT FOR SMEsImproving Productivity
Application of ICT in Marketing
Presented by Hebron Mwakalinga Business
Information Services December 13, 2005
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Objective

• Raise awareness on how ICT can be applied in
  marketing
• To increase understanding of opportunities
  brought about by ICTs
• To share strategies on effective use of ICTs

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ICT for Marketing

• Client/customer management Promotion of business
  image
• Client Prospecting and Management (Internet)
• Inventory and sales management
• The case of MTOs for many things

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ICT for Marketing

• Pricing strategy
• Market Analysis
• Inventory and sales management

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Client Management

• References for contact information
• (Detailed) Client profiles for analysis
• Alert for prompt follow up and delivery of
  services

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Promotion of business image

• In-house designed and printed promotional
  materials
• letterheads,
• flyers, brochures,
• catalogues, business cards, etc.
• Electronic catalogues

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Prospecting for Clients

• Internet search and communication
• Querying
• Expression on interest
• Business Communication

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Inventory Management

• Instant inventory level esp. if MTO is common
  practice
• Breakdown of orders
• By type, size, etc.
• Important for business dealing in assorted goods
• Manufacture to order

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Pricing

• Analysis for pricing
• Especially if cost-plus
• Comparing with competition
• Similar products
• Close substitute

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Market Analysis

• Collecting client data
• Processing of client data based on segmentation
  by many variables
• Location attributes, climate, infrastructure,
  etc.
• Personal attributes, age, sex, income, behavior
• Understanding competition by processing
  competitors data

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ICT Tools

• MS Office
• Database for contacts
• Database for inventory
• E-mail Outlook Express
• Most Accounting software have client Management
  Features
• Location, contact information, automatic dialer,
  etc.
• A number of Open Source Applications

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Case

• Client Management in MS Access

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Conclusions

• There are a number of tools found in a basic
  computer that if put into use can help very much
• The Internet has enormous free software we can
  tap
• We need to walk on two legs