Why technology integration matters in business growth

In this contemporary era, the Internet has emerged as the epicentre of commerce, with the integration of technologies—most notably social media—providing a unique opportunity to bridge the gap between businesses and customers.

Mwanamdee Shirima, 31, proprietor of Mwanamdee Collections in Sinza, Dar es Salaam, says she has been using social media platforms as a means to showcase her products, particularly her latest arrivals.

Her business’ official Instagram account has amassed a following exceeding 15,000 users. “I adopted this approach after observing the successful customer engagement of a friend,” she notes.

Shirima says since she started using social media to advertise her venture, she has been getting more customers, which has in turn fuelled the growth of her business.

“It has propelled my business from a modest scale to a more substantial one. I hold the belief that it will soon propel me into the realm of major enterprises,” she confidently shares.

On a contrasting note, Claudio Alvin, 41, owner of Lummy-Cakes located in Magomeni, Dar es Salaam, expresses his reservation toward adopting technology in his business, citing a lack of education to enhance his business.

“I remain uncertain about their impact on my business, hence my reluctance to venture into this territory. Numerous individuals have suggested that I establish a social media presence to promote my business,” he remarks.

Further elaborating, he says, “My perception is that people create accounts to align with trends rather than utilising them to achieve business success.”

Lois Metili, a business consultant and head of the Innovation and Entrepreneurship Department at Tumaini University Dar es Salaam College (TURDARCo), underscores the multifaceted role of technology, particularly social media platforms for marketing, in empowering micro-entrepreneurs to effectively engage a broad spectrum of customers.

For instance, search engine optimization facilitates the targeting of specific audiences, diverging from the conventional approach of waiting for customers to approach the business.

Metili further explains that using technology substantially enhances operational efficiency.

“A plethora of applications and software packages are designed to streamline business operations, particularly in complex calculations,” she explains.

These encompass everything from human resource management to financial software automating tasks such as balance sheet preparation and profit and loss account analysis.

“There exists software packages that aid business owners in maintaining comprehensive customer profiles, thereby ensuring optimal customer engagement and satisfaction,” she notes.

Moreover, these technologies bolster remote work and mobility, enabling businesses to tap into a global talent pool while curbing costs linked to physical workspaces.

“Project management tools and collaborative platforms empower employees to contribute from any location, fostering flexibility and a harmonious work-life equilibrium,” she elaborates.

Metili underscores how technology facilitates access to information and market intelligence, which is particularly advantageous for small and medium-sized enterprises.

By procuring insights into market trends, consumer preferences, and competitive landscapes, businesses can make informed decisions and tailor their strategies accordingly.

Echoing these sentiments, Richard Ngaiza, a social media consultant, emphasises the pivotal role of technology in modern business ventures.

He points out the significance of initial customers, emphasizing the need to regard them as potential consumers.

“One should recognise that these individuals are potential buyers of your goods. It is imperative to communicate what your business offers them and clarify why they should opt for your products over others. Integrated technology is the tool that simplifies an entrepreneur’s ability to achieve this,” he adds. Ngaiza emphasizes that business expansion hinges on customer referrals.

“When a friend recommends your business to another, it contributes to its growth and accelerated development,” he asserts.

In today’s social media landscape, individuals can share their experiences with customer service across diverse business enterprises.

“If your business garners a positive perception on social media, its growth is almost assured; conversely, negative feedback could impede its progress,” he cautions.

He draws a parallel line between business success and social interaction, likening it to rolling a snowball, where continuous interaction fosters expansion.

“Such technologies are especially beneficial for small businesses, rapidly propelling them to larger scales,” he adds, noting that many small business proprietors cannot afford traditional storefronts and thus conduct their operations predominantly through their phones.

Ngaiza accentuates how integrated technologies cultivate customer loyalty, as followers of business pages stay updated on developments. These technologies also expedite the procurement of goods and services, saving time and offering immediate pricing feedback during negotiations.

Dickson Robert, another social media consultant, underscores the manifold benefits of integrated technologies, particularly social media, for entrepreneurs and customers alike.

He highlights review applications like Kikuu, which allow entrepreneurs to gauge customer perceptions and identify areas for improvement.

“The intermediary is eliminated, enabling direct communication between customers and product manufacturers, fostering feedback and refinement,” he explains.

He emphasizes that the changing consumer landscape places an increased emphasis on visual information before purchase, necessitating entrepreneurs to align with these preferences.

“Assurance is key; customers wish to evaluate a product prior to a physical purchase. Entrepreneurs who cater to these demands stand to gain,” he notes.

Mr Robert concludes by noting that businesses are adapting to the digital landscape, harnessing integrated technologies, and particularly social media, to thrive in this dynamic environment.