PROBLEM AND PROSPECT OF E-MARKETING IN NIGERIA

PROBLEM AND PROSPECT OF E-MARKETING IN NIGERIA

NATURE OF E-MARKETING IN NIGERIA

The development of the internet has brought unprecedented development in new methods of conducting business and transaction which has affected different aspects of lives and professions including marketing. Different definition has been proffered for internet marketing.

According to Chaffey et al. (2000) internet marketing involve the use of the internet and other digital technologies to conduct marketing activities. (Kotler & Armstrong, 2012: 508; Kotler et al., 2010: 493) views internet marketing as consisting of activities which facilitate the sale of products and services and also promote customer relationships over the Internet.

The application of Online marketing, which is also referred to as  internet marketing, makes use of interactive, virtual spaces for the aim of promoting and selling goods and services. In fact, new synchronous, internet-based communication technologies introduce flexibility, speed of time and cost effectiveness in the conduct of business activities over the internet.

Internet marketing has enhanced the performance of firms and enabled firms and businesses to make incredible gains.  It fosters a complete transformation to a new business model,  resulting  in an inevitable reconceptualization of the very nature of marketing .

Inculcating this new understanding is essential  because new communication technologies have resulted in a new dynamic environment  which  is market oriented, customer-oriented, and a reciprocal process in which information transmit from the customers to the firm and vice versa.

Applying Digital technologies consist of online channels, Web, e-mail, databases, plus mobile/wireless & digital which is aimed at achieving profitable marketing services and customer relationship delivering integrated targeted communications and online services that match their individual needs”. Internet marketing revolves around the interaction and building of relationship with customers, a point which discriminates it from traditional. Currently it is a fact that ‘marketing’ has gone through great changes (Perks, 2010), and this have been assisted by the developments emanating from the internet.

The Internet consists of   the physical network that connects computers across different part of the globe. It encompasses the infrastructure of network servers and wide –area communication connected between them to hold and transfer the huge information on the internet”(Chaffey, 2000: 12).

It is apparent that the introduction of the internet has reformed the structure and level of productivity of different sectors of the economy such as in the   hospitality, travel and tourism sectors etc. The operation of the internet has altered the rules of doing business significantly. Therefore marketing firms have no alternative than to adhere to it.. The Internet plays a significant role in all elements of the marketing mix and the communication process of interface between a business and its customers” (2004).

E-marketing includes several methods

Online Advertising

Email-marketing

Search Engine Optimization (SEP)

Affiliate marketing

Social Media Marketing

Viral Marketing

Marketing campaigns.

PROBLEM

Problem of integrity

There exists the inability to validate many of the activities going on the internet. Some marketing campaigns involving the use of press, brochure, catalogue, social media etc., lack a comprehensive, standard marketing framework.

Lack of Personal Contact

Internet marketing involve interaction with the internet and other digital technologies in conducting business which deprive the customer the advantage of personal touch with the supplier

That relies heavily on building personal relationship between buyers and sellers such as the selling of life insurance,

Security and Privacy

The issue of privacy constitutes a major problem involving the use of the internet. Many individual personal data are shared over the internet to other users .Customers’ data can easily be shared with other firms without their permission. Other important personal data such as usernames and passwords are not immune from hackers

Lack of trust

According to Bart et al (2005) “online trust consists of consumer perceptions of how the site would deliver on expectations, how true the site’s information is, and how much confidence the site commands” (134).  Because of the increase level of cybercrime today, many customer are having doubt  about the validity of internet marketing.

PROSPECT

Empowering effect

The internet serves as a platform to promote businesses. It can provide an extended market reach and enhance operational efficiency. Many small businesses have grown in size as a result of high customer patronage.  The internet creates online business opportunities for national and international marketing campaigns through the use of Email marketing, bogging, launching web-sites etc.

Elimination of geographic barriers

E-marketing   eliminates geographical limitation in the business of buying and selling. It therefore facilitates global reach with cost effectiveness .Overcoming the geographic barriers enables marketers to present products and services to different customers across the universe.

24 hours / seven days availability

The Internet has no time limitation. Business transactions can be carried out 24 hours a day, 7 days a week. Customers can access information any time at their convenience without limitation. The establishment of online shops enables customers to acquire information and shop online any time they prefer. So online businesses do not have special closing and opening times.

Cost-effectively

Doing business online is far cheaper than in the physical setting. For example placing an online-advert is far cheaper than placing same advert on a bill board. As a result internet marketing enables the companies to save their resources and minimize cost of operation.

Tractability

Internet marketing greatest assets is ability to track every activity that goes on in the internet. So, it is possible for the firm to measure the number of clicks that a particular promotional piece receives and amount of website traffic. And can track the visitors and their responses to determine the effectiveness of the firms’ online marketing campaign.

Personalization

The internet enhances the buying and selling of goods and services on a one to one basis. Personalization involves meeting customer specific demands which comes with customization. So Personalization means providing goods and services which satisfy customer preferences.

It helps to build one to one relationship with clients by understanding their individual needs and tailoring the firms’ efforts to meeting those needs.  This also assists in sending out massages to clients on personal bases since the firm is able to interact with the customers on a one to one basis.

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