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Why Are Companies Investing In Internet Marketing In Countries With Poor IT Infrastructure?

Digital, online or internet marketing…whatever be the moniker we assign to this innovative form of advertising, companies prefer this means of creating a market for their products and services. Digital marketing has caught on in a big way in not just the developed world, but small nations as well. Even in countries which lack or have poor IT infrastructure, marketing online is the new mantra for success. Every country wants to digitize their services and developing countries are not far behind when it comes to utilizing the internet as the ultimate global marketplace.

Digital marketing or the promotion of brands or products through one or more forms of electronic media differs from conventional marketing as It involves channels and methods that enable companies to understand what works (and what does not!). Pathwwway Romania digital and online marketing enables individuals to understand what is being viewed, how often and for how long. Sales conversions, lead generation and building the prospects pipeline offers unlimited profits and this is enough to make internet marketing a winning proposition despite lack of infrastructure.

  • Digital Marketing in a Digital Era: Valuing the Customer

Digital marketing has many advantages for the business and the brand. Determining what media platform works well is important. The importance of digital marketing is the value it provides to customers through 24/7 online support. Social media interaction enables internet marketers to assess which channels work best and how feedback can be optimised. Information can be gleaned through social media sources, websites and blogs based on customer experience with the brand or product.

  • Bridging the Digital Divide: Connecting the Customer

IT infrastructure is being increasingly replaced in internet by mobile friendly, responsive websites thanks to the smartphone revolution in countries worldwide. This includes countries which lack the infrastructure in the first place. Furthermore, internet marketing involves the use of free social media platforms which can be accessed by multiple devices to create discussions and dialogues. Social media has a wide reach because of which digital marketing now incorporates SMO and social media marketing. Internet marketing also includes search engine optimisation, campaign marketing, content marketing, influencer marketing, campaign marketing, content automation and e-commerce marketing as well as display ads, ebooks, optical disks and games as well as other forms of digital media, which do not require a solid IT infrastructure to be effectively implemented thanks to advances in telephony and other technologies.

  • Digital Marketing Through Non Internet Channels?

Non-internet channels also provide digital media marketing messages such as mobile phones, callback and on-hold mobile ringtones. As smartphones hit every nook and cranny of developing and developed markets, internet marketers have a novel means of reaching a wide audience without the need for solid IT infrastructure in place. Some of the world’s fastest growing eCommerce markets are those which lack IT infrastructure such as India. Internet users in India, despite lack of infrastructure, were estimated at 300 million in 2014. An internet user base of 250.2 million users as of June 2014 points to a ready and growing market for online marketing campaigns. Consider that India’s eCommerce market is worth US$12.6 billion in 2013.

  • New Technologies To Counter The Barriers

Additionally new technologies rather than traditional media are the key here. Low speed internet connections can easily be circumvented through effective web design and development and framing of online marketing plans as per the required technological challenges. Even as IT infrastructure remains underdeveloped in these countries, internet use is rampant. With the development of programming skills and encryption in countries like Romania which lack technology infrastructure, the internet continues to be a marketplace for selling goods and services and making a marketing impact.

  • The Benefits of eCommerce for Infrastructure Deficit Countries

Additionally, eCommerce has a lot of value for countries low on IT infrastructure. This is because the brick and mortar stores require technology infrastructure which is difficult to manage and develop. An e Commerce setting enables less expenditure and less amount of infrastructure. Despite the numerous problems confronting marketing via internet in countries which lack IT infrastructure, the growing population adds as an incentive for the companies here. MNC companies establish their hold in countries where there are ready markets for their products and their services. This is why countries which lack IT innovation, but have ready markets serve as attractive targets for the companies that want a mass audience for their products and services.

  • Absence of Competition and Massive Unexplored Markets

On account of large populations and under development, the countries lacking IT infrastructure have large markets that are partially served and less saturated. The economies of these nations hold immense value for Pathwwway Romania marketers, investors and innovators to enjoy the market boom with less challenges from competitors within and outside.

  • Attractive Incentives, Stable Policy Environment

Trade policies for web marketing in countries where IT development is just starting out are favourable to domestic and international marketers. Accessing tax holidays, a wide latitude for tax, excise and profit repatriation and the greatest possible use of market forces and competition form attractive incentives for companies to use digital marketing and grab a lion’s share of the developing and growing market. Though infrastructure may still be in the process of development, the buying power of affluent customers in these markets is well established.  For example, in Nigeria in 2004, the poverty incidence declined to 54.4% from 70% in 2000. Abundant customers with growing buying power are an attractive target for internet marketers in such countries. Rapid economic development has resulted in income redistribution and increased purchasing power. Discretionary income is also enhanced. Businesses can look to connecting with customers at all hours through email, online and social media channels.

Marketing online ensures that business is introduced to thousands of people who have never heard of the brand before on account of accessibility or geography. Online marketing enables  your brand’s message to reach even less tech savvy consumers due to the wide penetration of the internet in such markets.

  • Low Cost, Massive Returns

Web marketing also offers a low cost, high returns means of business promotion for creating an iconic branding message for your products or services. These can be targeted by gender, age or location making this marketing format more fruitful than conventional forms of approaching prospects and customers.  Borderless online marketing offers a chance to redefine business models in such countries, changing corporate cultures, reinventing business processes and taking relationships with customers and suppliers to new levels of connectedness.