Innovative Marketing Innovative Marketing Through The WebThrough The Web

Presented ByPresented By

Dr. Amany AsfourDr. Amany AsfourPresident of Egyptian Business Women Association (EBWA)President of Egyptian Business Women Association (EBWA)

President of Business and Professional Women –Egypt (BPW-Egypt)President of Business and Professional Women –Egypt (BPW-Egypt)President of African Society of Women EmpowermentPresident of African Society of Women Empowerment

Representative of Civil Society for North Africa in African UnionRepresentative of Civil Society for North Africa in African UnionMember of Arab International Women’s Forum (AIWF)Member of Arab International Women’s Forum (AIWF)

Member of international federation of Business and Professional Member of international federation of Business and Professional Women (BPWI)Women (BPWI)

IntroductionIntroduction

““The emergence of electronic commerce The emergence of electronic commerce over the past decade has radically over the past decade has radically

transformed the economic landscape. For transformed the economic landscape. For developing countries, the digital revolution developing countries, the digital revolution

offers unprecedented opportunities for offers unprecedented opportunities for economic growth and development, as economic growth and development, as

entrepreneurs from Bangalore to entrepreneurs from Bangalore to Guadalajara to Dakar can testify.”Guadalajara to Dakar can testify.”

Kofi A. AnnanKofi A. Annan

Objectives of ICT Objectives of ICT ApplicationsApplications

Mainstreaming of gender in Mainstreaming of gender in global market.global market.

Economic empowerment of Economic empowerment of women.women.

Women entrepreneurship Women entrepreneurship promotion.promotion.

E-commerce and Women E-commerce and Women Entrepreneurship PromotionEntrepreneurship Promotion

E-commerce Definition:E-commerce Definition:– Any use of information and Any use of information and

communications technology by a communications technology by a business that helps to improve its business that helps to improve its

interactions with customers or suppliers.interactions with customers or suppliers.The definition encompasses both domestic and The definition encompasses both domestic and

international business. SME’s may find beneficial ways international business. SME’s may find beneficial ways to use e-commerce to enhance relationships with their to use e-commerce to enhance relationships with their

domestic domestic customers and suppliers as well as customers and suppliers as well as internationallyinternationally..

Creating class of women Creating class of women entrepreneursentrepreneurs

One of the most powerful applications of ICT in the One of the most powerful applications of ICT in the domain of knowledge networking is electronic domain of knowledge networking is electronic

commerce. Electronic commerce refers not just to selling commerce. Electronic commerce refers not just to selling of products and services online but to the promotion of a of products and services online but to the promotion of a

new class of ICT-savvy women entrepreneurs in both new class of ICT-savvy women entrepreneurs in both rural and urban areas. rural and urban areas.

Women over time have learnt the advantages offered by Women over time have learnt the advantages offered by ICT and its potential in opening up windows to the ICT and its potential in opening up windows to the

outside world. This has put them in a greater control over outside world. This has put them in a greater control over the activities performed by them- laying the foundation the activities performed by them- laying the foundation

for entrepreneurship development for entrepreneurship development

Potential Gains from e-Potential Gains from e-CommerceCommerce

Find new customers – and partners and Find new customers – and partners and suppliers – domestically and internationallysuppliers – domestically and internationally

Serve current and new customers better, Serve current and new customers better, hence offering more value to themhence offering more value to them

Improve the efficiency of their business Improve the efficiency of their business processesprocesses

Offer entirely new services and products – Offer entirely new services and products – even start entirely new businesses.even start entirely new businesses.

MarketingMarketing

Marketing is always an Marketing is always an obstacle facing women obstacle facing women

entrepreneurship. ICT is entrepreneurship. ICT is crucial for marketing of crucial for marketing of

products.products.

ICT Benefit For Women Owners Of ICT Benefit For Women Owners Of SMEsSMEs

E-commerce may offer them comparatively more E-commerce may offer them comparatively more advantages to find new customers and suppliers advantages to find new customers and suppliers

especially in markets they have not easily been able to especially in markets they have not easily been able to reach before – either internationally or regionally. reach before – either internationally or regionally.

Access to Information:Access to Information:– The most valuable application is information accessing to The most valuable application is information accessing to

facilitate their business and generating and disseminating facilitate their business and generating and disseminating information about it. Women entrepreneurs globally have said information about it. Women entrepreneurs globally have said

that access to information, especially market information, is their that access to information, especially market information, is their first priority in accelerating the growth of their businesses5.first priority in accelerating the growth of their businesses5.

Marketing Via The WebMarketing Via The Web

What can we do as Business What can we do as Business Women Organizations in this Women Organizations in this

aspect?aspect?

E-MarketingE-Marketing

During the 2During the 2ndnd Pan AfroArab Congress of Pan AfroArab Congress of Business and Professional Women held in Business and Professional Women held in Cairo, April, 2003, it was recommended to Cairo, April, 2003, it was recommended to

establish an establish an E-CatalogueE-Catalogue gathering the gathering the products and services of women products and services of women

entrepreneurs in the Arab World and entrepreneurs in the Arab World and Africa to achieve economic integration in Africa to achieve economic integration in

the region and open international markets the region and open international markets which acts as a marketing tool to empower which acts as a marketing tool to empower

women economicallywomen economically. .

Business pages of Business pages of BPWIBPWI

A Tool for MarketingA Tool for Marketing

Just put into the address bar Just put into the address bar the URL for a home pagethe URL for a home page

http://www.bpw-business.orghttp://www.bpw-business.org

And there you are! With all 6 And there you are! With all 6 languageslanguages

You choose a language and You choose a language and then you choose “Search”.then you choose “Search”.

If you want to search for a If you want to search for a holiday holiday

If you want to buy handicraftsIf you want to buy handicrafts

If you wish to learn Belly If you wish to learn Belly Dancing Dancing

Whatever you want to buy!Whatever you want to buy!

Wherever you want to go!Wherever you want to go!

Whenever your time allows.Whenever your time allows.

You just click and you are there.You just click and you are there.

http://www.bpw-business.orghttp://www.bpw-business.org

Any business woman can Any business woman can subscribe and then her product subscribe and then her product

will be accessible to 50000 will be accessible to 50000 members of BPWI in 100 members of BPWI in 100

countries.countries.

Imagine how Imagine how powerful is E-powerful is E-

Marketing.Marketing.

During a Brain storming session in Addis During a Brain storming session in Addis Ababa with his Excellency President Alpha Ababa with his Excellency President Alpha

Conare, President of the African Union Conare, President of the African Union Commission. The issue of Economic Commission. The issue of Economic

Women Empowerment was addressed, Women Empowerment was addressed, and E-marketing was a crucial factor for and E-marketing was a crucial factor for

the support of women owners of Small & the support of women owners of Small & Medium Enterprises in Africa to achieve Medium Enterprises in Africa to achieve economic integration in Africa and open economic integration in Africa and open new market for the African Continent. new market for the African Continent.

Hence the African Union is starting, in Hence the African Union is starting, in collaboration with the Egyptian collaboration with the Egyptian

Business Women Association and Business Women Association and The African Society of Economic The African Society of Economic

Women Empowerment, a program for Women Empowerment, a program for marketing African products via the marketing African products via the

internet. internet.

Partnership between:Partnership between:–Government AndGovernment And

–Civil Society Organizations. Civil Society Organizations.

In EgyptIn Egypt

Real Partnership between National Real Partnership between National Council of Women (NCW) headed by Her Council of Women (NCW) headed by Her

Excellency Mrs Suzan Mubarak and Excellency Mrs Suzan Mubarak and Egyptian Business Women Association.Egyptian Business Women Association.

The NCW is starting a project for The NCW is starting a project for marketing through the web and the marketing through the web and the

Egyptian Business Women Association Egyptian Business Women Association will work in close collaboration with NCW will work in close collaboration with NCW

regarding this aspect.regarding this aspect.

Goals & Objectives of E-MarketingGoals & Objectives of E-Marketing

Economic Women Empowerment.Economic Women Empowerment.

Main streaming of gender in the Main streaming of gender in the global market.global market.

Supporting small and medium Supporting small and medium enterprises.enterprises.

Achieve economic integration within Achieve economic integration within the region.the region.

E-Marketing is a E-Marketing is a MUSTMUST

in a global worldin a global world

Thank YouThank You