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:
- Trackability:
Another aspect of the online marketing is its possibility of tracking. Internet enables measurement of everything taking place on it. The number of clicks that a particular promotional piece receives and amount of website traffic is easily measured. In this way, the marketer is enabled to track the visitors to their website and understand their behaviour. Internet also allows the companies to find out whether their campaigns are working or not, the kind of customers that are interested in their products, and they are from. The ability to track online customers increases dramatically due to the fact that “internet constitutes the most accountable media ever.