Prospects of E-marketing for SMEs in Africa
E-marketing has the capability of offering numerous benefits to SMEs in Africa. Using the research conducted by Bostanshirin (2014), the prospects that e-marketing offers to SMEs in Africa include the following:
2. Empowering Effect:
Another prospect of online marketing is related with its enabling effect especially on SMEs since “internet can extend market reach and operational efficiency of small and medium-sized enterprises (SMEs)” (Dholekia and Kshetri, 2004). In fact, internet creates a kind of democratized environment in which marketing has been restructured in such a way that even small businesses are given a good chance to promote and brand their products on a much more larger scale (Jobber, 2001; Tapp, 2008). Email marketing, blogging, launching websites, are among easily affordable inter-fostered channels that can provide small businesses with the ability to survive and compete.