Title: Acceptance of E-marketing Strategies in Developing Countries-A Case study of Tanzania SMEs

Year of Publication: Nov - 2014
Page Numbers: 122-128
Authors: Renatus Michael
Conference Name: The International Conference on Computer Science, Computer Engineering, and Education Technologies (CSCEET2014)
- Malaysia

Abstract:


E-marketing has emerged to be one of the leading technologies adopted by Tanzania SMEs in order to expand the customer base. Unfortunately, Tanzania, as one of developing countries, has specific characteristics which could affect the smooth utilisation of e-marketing. This paper describes the main e-marketing strategies that are applicable to Tanzania and how each of them is accepted by Tanzania SMEs. The findings show that e-marketing is quite used by many SMEs of Tanzania although a large portion of Tanzanians are still using other means of marketing their services since emarketing accounts to only 27% of the users when compared to the rest non-internet related strategies. Also, the findings show that one of the biggest challenges facing the adoption of emarketing is security (21.9%). Moreover, this research show that the drop of costs of mobile phone usage (by 57%) in Tanzania makes mobile payments to be one of the most opted mechanism accounting to up to 53% of the feasible approaches.