Chapter one
The issues confronting the growth and development of E-Marketing in KSA today
There is a high growth rate of Information Technology (IT) in the Kingdom of Saudi Arabia (KSA) in the present days due to the high sales of personal computers (PC) and the improvement in the internet sector. According to the Ministry of Commerce in KSA, the e-marketing practices are not growing at the same rate as the growth of IT which therefore calls for the evaluation of the South web practices (Al-Otaibi & Al-ZAhrani). The development of web services and the growth of internet are the two major contributions in the growth of the E-marketing in every nation in the world. The use of internet is continuously booming worldwide whereby a big population is turning to the use of E-commerce both globally and locally in Saudi Arabia. With the current estimation of around 28 million citizens in the country, the IT sector has recorded a growth rate of 9.3% with the spending on the e-commerce estimated at SR12 billion (Eid 2011). However, cultural factors such as the tradition of oral communication, which gives more weight to word of mouth advertisement than text and images found on the web, may be a contributing factor in the success of e-marketing in the Arab region (Fandy 2000).
The KSA marketing dimension is concerned with the ability of the website to attract more customers and presenting goods and services offers in a more intelligent manner. This is done through the three features which include: targeting the correct audience; providing customer-centric services; and gathering information concerning the individual customers and giving the necessary services. Many people have not yet realized the need of internet in business activities t...
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Emphasis should be placed on the website, as this is the critical destination which should be reached as a result of all successful marketing activity. The use of web based data can provide the basis of allocation of resources between earned, paid and owned media channels to achieve the optimum outcome.
If you would like to read a series of articles jump to Web Marketing . For
Ricci, Christian. "Personalization is not technology: Using web personalization to promote your business." Boxes and Arrows. N.p., 12 Jan. 2004. Web. 23 Mar. 2011. .
In the exploding world of e-commerce, the ability of a company to attract customers using websites is critical for the company’s success. The use of the website by two computer manufacturers, Dell and Compaq, is evidence of this fact. Dell is the forerunner in the direct marketing of computers to customers via the Internet. As the success of Dell’s marketing approach became apparent, other computer companies such as Compaq have tried to market their product directly via the Internet as well. In evaluating the Dell and Compaq computer websites, several areas had to be assessed and compared for their effectiveness in promoting the product. The four main areas included in the evaluation of the websites were the target audiences for each company, the style chosen for the website, the content of each website, and the structure of each website. However, the experience of Dell in direct marketing has allowed them to create a website that is more effective for a wide customer base than the Compaq website is.
MacGregor, R. and Vrazalic, L. (2007). E-commerce in regional small to medium enterprises. 1st ed. Hershey, PA: IGI Pub.
Technological development is impacting the business landscape by providing new ways and opportunities to conduct business. In the last decade e-commerce has especially created new possibilities to change ways of doing businesses or create new business models. In such a changing environment the role of the leader is becoming vital (Ada 2006).There is no doubt in importance of e-commerce in this new era .It became the necessity of organizations and even competitive advantage. In near future it will be difficult to survive without adoption of e-commerce.
As per view of this concept is getting popular in the present era as compared with past and has become one of the main reason behind success of businesses in the market. Majority of the customers prefer to access information with the help of online mediums such as social media, emails, print media etc. Further, it is advantageous for business in every possible manner where customer behaviour can be easily influenced and in turn leads to higher market share along with profitability. It can be stated that in the modern era, online marketing has started to play very important role in overall growth and success of any business enterprise. The use of tools such as online marketing helps businesses to carry out more effective and accurate marketing of services and products available (Gobo,
E-Marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms E-Marketing, Internet marketing and online marketing are frequently interchanged and can often be considered synonymous. Marketing consists of individual and organisational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas. (Dibb, Simkin, Pride and Ferrell, 2001). E-Marketing encompasses all the activit...
E-commerce marketing is the business of attracting online shoppers to a company’s website and persuading them to buy the services or products online. Unlike brick and mortar marketing, e-commerce business cannot employee age-old tactics such as a relaxing ambiance or soft music to attract their customers. Without a e-commerce strategic marketing plan, an organizations
In comparison to other forms of marketing, Internet Promotion presents the advantage of reduced budget and storage costs, when compared with printing brochures, producing television or radio advertisements or managing a call centre. It presents a fast and cost effective option for penetrating new markets.
The number on users on the internet has increased dramatically over the past decade and so did the content available on the world-wide web. More and more websites are being created and uploaded every day. It's becoming very important for the websites to stand out among the competition and grab the attention of the customers. So, web site owner has to find ways to market their website so the potential customers are aware of the product or services they are offering.
Findings on consumer behavior are used to develop methods and products that will boost company performance and sales.Customers are becoming more powerful, knowledgeable, sophisticated. Therefore research into modern consumer behaviour is increasingly important for businesses purposes. Advertising to attract consumers, providing better environment, product, services and policies is important in improving today’s consumer experience to support businesses in retaining customers. This study seeks to determine and explain the effectiveness of internet advertising in stimulating consumer
In the last few decades, the internet has been a powerful tool. The advent of internet has removed major industry barriers and made shopping much more easily. The development of internet from last 5 years has significantly increased the web-users which are due high speed data transmission and other technology developments have created an advantage for the firms to promote themselves more significantly. According to UCLA centre for communication policy, online shopping has become the third popular internet activity which further followed up by e-mails and web browsing (Guruswamy, 2014). Because of the continuous improving of technology in our society, people are tend to adopt in order for their lives to become easy like they used social media to communicate everywhere and anywhere at any time in just a second and now, there are billions of people online and each of them is potential online consumer for a company which providing online services and goods (Khalid, 2015). The technology in terms of internet
growth in usage by both consumers and businesses. The unique capabilities of the Internet has captured the attention of the marketing community. While a growing number of companies have or are interested in developing an Internet presence, there is still a great deal of uncertainty about it and the potential ethical issues associated with its use as a marketing medium. Although many businesses are acknowledging the importance of a Web site, but the potential ethical issues related to marketing on the Internet still having an uncertainty in this situation. Much less attention has been given to the business community's perceptions of the ethicalness of this new medium. The unique interactivity of the Internet has captured the marketing community's interest as a way to develop and enhance customer relationships and establish greater brand identity. Thus, many commercial services have become available on the Internet that allow consumers and organizations to interact electronically. These services include booking airline tickets online, buying books and compact discs, and receiving stock market information. Although the number of consumer users and commercial organizations navigating on this "information superhighway" is growing almost exponentially, the benefits of the Internet are not without drawbacks.
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