An overview of the various ways in which the marketing landscape has been influenced by technological advances.

1. ICT and E-commerce
ANNUSHA S BRIDGLAL

2. How does Technology Influence
Marketing?
• Technology acts as a catalyst for today’s changes in
how marketing is done.
▫ Easier Access to More Information
▫ Possibility of people to Network with each other
• Traditional marketing: ONE way flow:
Company Consumer
• Today: Technological advancements and Social media
give consumers the collective power to dictate what
companies do.

3. TRINIDAD’S MARKETING LANDSCAPE
• Lack of integration of technology and ICT
processes.
• In my opinion, we are still strongly rooted in
traditional marketing, with very little
emphasis being placed on e-commerce processes
and online niche marketing.

4. TRINIDAD’S MARKETING LANDSCAPE
• There has been a recent growing trend toward online
buying via Facebook. Although it increases
consumer choice, they are sometimes subject to
escalated prices.

5. Local Enterprises must adopt an
Evolving Business Strategy
Strategy Tactics
Must
not be
static

6. Companies who Successfully Adopted
an Evolving Business Strategy

7. DELL: Success Through Innovation
• Dell changed his strategy to begin offering built-
1985 to-order computers.
• Revenues had climbed to $500 million
1990
• Dell’s internet sales had reached an average of $4
1997 million per day.
• Dell’s revenues had topped an astounding $25
2000 billion

8. Dell’s Strategy: No More Middle Man
• Superior customer choice: Configuration
• Discounted price: due to cost savings from
cutting out retail middlemen.
• Internet-based direct sales model offered:
▫ wealth of market data
▫ used to forecast demand trends, and
▫ carry out effective segmentation strategies

9. How can Local Companies benefit from
New Channels
• New media channels such as social media marketing and online
advertising/e-commerce are becoming more and more popular, especially
among specific market segments such as generation Y and part of generation
X.
SOCIAL MEDIA E-COMMERCE ONLINE ADS INFORMATION ONLINE COMPANIES/
MARKETING • Sales expenses • lower costs than AL SITES PROMOTIONS CUSTOMERS
• discussions are cut down traditional • can be used as • offer new sales • can save money
forums, corporat when using e- media ways to promotion tools by using Internet
e commerce advertising communicate to compare
blogs, communit enabled the messages sellers’ prices
y groups, etc. websites. and/or drive before
customers to the purchasing, to
stores train staff or to
hire employees

10. Benefits to Local Companies
• Cut Costs: inventory costs etc.
• Build Relationships with customers via effective
CRM.
• Deliver exactly what the customer wants:
Customization.

11. The Future Of Marketing!
• Mobile Marketing

12. The Future Of Marketing!
• E-COMMERCE

13. The Future of Marketing!
• Blogging

14. The Future of Marketing
• Radio-frequency identification (RFID)
▫ Is the use of a wireless non-contact radio system
to transfer data from a tag attached to an
object, for the purposes of automatic identification
and tracking. May be used to replace price tags
etc.