These businesses have realised that strengthening their relationship with their existing and prospective customers and seizing opportunities for low cost expansion into other markets is essential for their survival, in what has become an increasingly competitive environment.

Customer relationship building, quick feedback and product customisation analogous to customer portfolio management in traditional advertising and marketing has become even more important in the present day business environment. New technologies and innovations in web based advertising, marketing and internet promotion readily facilitate the kind of customer portfolio management and market expansion initiatives that this new economic environment demands of a small business.

More and more, the phenomenal impact of interactive computer technologies on low cost market expansion and it’s revolutionising of one on one customer management strategies, is pushing businesses to pursue online advertising and marketing. Consequently, integrating technology into their operations using web based customer relations strategies is now at the centre of the market expansion initiatives of many Trinidadian and Barbadian businesses. Web based strategies are quickly become “the rage” since they readily facilitate online branding and sales force automation, and can drive sales and profits up even in the absence of a storefront, unlike the traditional advertising and marketing strategies.

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What accounts for this trend? Specifically what has driven businesses in Trinidad & Tobago, Jamaica, and Barbados, for example, to increasingly undertake web based advertising and marketing campaigns? The answer lies firstly in the fact that the establishment of the CARICOM Single Market has given rise to a more competitive business environment and has precipitated the need for them to actively seek out opportunities for market entrenchment and penetration.

Secondly, interactive computer technologies that support online advertising and marketing offer competitive advantages over traditional advertising and marketing mediums. Innovations in online advertising and marketing strategies afford many businesses an advantage over their competitors since they lend effective support to businesses seeking:

In a quest to out do their competitors in the less developed regions of the CSME and to seize a competitive advantage over their main competitors, Barbadian businesses are aggressively pursuing online advertising and marketing campaigns to target customers in overseas markets while also entrenching brand loyalty among their local customers. These businesses have recognised that the future of the Caribbean business sector lies in online advertising and marketing strategies and are using this knowledge to impact their business performance.

Failure to devise appropriate customer relationship strategies and to position their businesses for expansion into emerging markets is predicted to be the key factors leading to the demise of many small businesses, particularly within the less developed CARICOM member states. Unfortunately, many small businesses have either failed to come to this realisation or have ignored this reality completely.

The introduction of the CARICOM Single Market and greater efforts by American and European companies to invest in emerging Caribbean and African markets have made the current business environment more dynamic and competitive. Already some small businesses have begun to fold under competition from larger firms pursuing aggressive advertising and marketing campaigns. Financial constraints often hinder the ability of small businesses under threat to generate an adequate response to the competition. This current trend means that small businesses must continuously adjust their advertising and marketing strategies and explore low cost product enhancement and market expansion opportunities to stay in line with or get ahead of the competition.

Larger businesses from the more developed CARICOM member states, China, America, and the European Union are quickly making inroads into the CARICOM market through the use of interactive computer technologies. Caribbean small businesses will need to capitalise on innovations in technology and marketing if they too are to enjoy a competitive edge. They must actively seek out opportunities to progressively leverage both current and prospective customer relationships.

The entry of larger businesses from foreign markets into the local business landscape makes it imperative for small businesses to aggressively undertake web based advertising and marketing strategies, in order to maintain customer loyalty and retain or expand their market share. In short, to survive the present economic environment, small businesses must begin to think way out of the box and to explore the advantages that online advertising and marketing can afford them. This is the only way that these small businesses can survive the onslaught of competition.

Unfortunately, under pressure to maintain low operating cost, almost crippling resource constraints and their lack of information on the affordability and opportunities that online advertising and marketing present to their businesses, these small businesses often ignore the potential for integrating technology into their sales and profit drives. Instead, they continue to undertake advertising and marketing campaigns through the traditional media, often at high cost, or to ignore the functions of advertising and marketing altogether.

What about you? Have you also fallen into this trap? What kind of customer relationship strategies is your business engaged in? Have financial constraints forced you to ignore advertising and marketing altogether? Are you stuck in the dark ages of outdated, traditional advertising and marketing campaigns while your competitors continue to make inroads into your market share? Do you wish you could integrate new technologies into your business and keep a cut above the rest?

Many small business managers want to embrace change and incorporate new advances in technology into their operations. They want to undertake more modern and innovative advertising and marketing strategies but are often constrained by finances or simply do not have sufficient knowledge of the ways in which online advertising and marketing can profit their business? Often, small businesses are unaware of affordable online advertising and marketing options while those fortunate enough to discover its benefits, keep it a much-guarded secret.

There are many possibilities that online advertising and marketing offer for increasing sales and profits, penetrating new markets, better managing customer relationships and reducing operational costs. You will be pleasantly surprised to learn that enhanced customer relationship management using affordable new technologies is now an advantage that your small business can share.

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