Introduction [continued…]
In Africa, it is without a doubt that that the number of SMEs exceeds the large companies by a wide margin and also creates around 80% of the region’s employment. SMEs are also said to be responsible for driving innovation and competition in many economic sectors, establishing a new middle class and fuelling demand for new goods and services. This transformational scale should not be underestimated (Filomeno de Sousa dos Santos, 2015).
This is also beneficial for the world’s economy as it creates a growing middle class with such disposable income, vis-a-vis market opportunities for new investors. Large corporations benefit most from SMEs as they depend on them for the completion of various functions, through outsourcing (Frimpong, 2013). Small businesses tend to attract talents who invent new products or implement new solutions for existing ideas.
Several international business forums have concentrated on developing SMEs in Africa. Among the tools for this development is electronic marketing (e-marketing). MBA Skool (2008) defines e-marketing, also known as internet marketing, web marketing, digital marketing, or online marketing, as “the process of marketing a product or service using the internet,” and “also includes marketing done via email and wireless media.”
According to Bostanshirin (2014), there are different methods of e-marketing, all of which achieve similar purposes. They include: online advertising, email marketing, search engine optimization (SEO), affiliate marketing, social media marketing, and viral marketing. Every aspect of life has been revolutionized by the internet. The usage and adoption of e-marketing by SMEs is steadily increasing because it has improved the way of doing business. As a result, its relevance cannot be underestimated.