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0.Introduction
All societies are structured into several divisions and whoever is responsible for the proper discharge of its products is its commercial service.The sales department is responsible for everything that is promoting the company and its products it sells.Thus, to sell a product requires a sales manager who is responsible for achieving the business objectives of the company and who is responsible for the smooth running of operations he directed.He is responsible for the results of his team who are under his direction and he is the only leader.
In addition,we need salespeople who are responsible for the promotion of products marketed by the company.They are also responsible for running a client followed by showing them their presence to their loyalty and their role is essential to try to satisfy and meet their demands. Thus, a good marketing strategy is appropriate.The use of internet-marketing is now becoming an important tool for positioning.
Since the industrial revolution is reached,the number of company continues to grow all over the world.Thus, over time, the economy is globalizing and competition between companies is constantly increasing. This phenomenon results in an interesting production by businesses. These companies face to two levels of difficulties:
√A control of their environment;
√Flow of the products because of market saturation.
Thus, developing strategies to face these problems is a necessity for all businesses.It is in this way that has been designed with the advanced new information and communications technologies (NTIC),the establishme
nt of a strategy based on online marketing as an alternative strategy.
Online Marketing is the art and science of selling products and/or services over digital networks,such as the Internet and cellular phone networks.
The art of online marketing involves finding the right online marketing mix of strategies that appeals to your target market and will actually translate into sales.
The science of online marketing is the research and analysis that goes into both choosing the online marketing strategies to use and measuring the success of those online marketing strategies.
Then, with the popularization of the Internet access all over the world, the Web becomes an essential field for marketers.
It is in this perspective that this article of study entitled "Online Marketing in Senegal’s context: opportunities and limits" is extremely relevant. Thus, we first try to see the General information on internet in Senegal,then the opportunities of online-marketing in Senegal before studying its limitations.
1.General information on internet in Senegal
It would be interesting to relate the situation of the development of means of communication like internet. Thus,a study conducted in Dakar (capital of Senegal), internet is the only tool which maintains its rate of 89.04%, both in terms of access as an information source. It is therefore the major media even if it is not yet used to its fair value by advertising communication in Senegal through the internet-marketing.
Moreover,a quantitative survey from consumers through a questionnaire gives the following graph.
Graph: Have you ever purchased a product after an advertisement?
The analysis of this graph reveals that 63% of those surveyed had already purchased a product after an advertisement.This high percentage shows that consumers are often based on advertising to make their purchases.A better orientation of advertising would increase the market shares.
Note also that for some time, the changing distribution of the Internet continues to grow on the ADSL network as shown in the following graph.This makes access to the Internet much easier.
Graph 2: Internet: Evolution of the distribution
Source:ARTP (Regulatory Authority for Telecommunications and Post)
Moreover, the rate of internet penetration grew over the years.
Taux de penetration= rate of penetration
Source:ARTP(Regulatory Authority for Telecommunications and Post)
2.THE OPPORTUNITIES OF E-MARKETING IN SENEGAL
However As in most countries in Africa,the marketing system in Senegal is based rarely on the internet.Indeed,Senegalese companies increase their linkages with potential customers if they launched more in internet-marketing.
Indeed, online marketing is an important tool having regard to the current development of the Internet in Senegal.In addition, it offers a number of ways to acquire new customers. Similarly,e-mailing asserts itself as a very strong vector of loyalty.
With the Internet,external and internal communication of company becomes easier.It is sufficient to the company to digitize all the documents and then put them on its website, intranet (for employees of the company),extranet (for vendors and suppliers).
In addition, customers are looking for a number of factors such as: service,quality,price,customer service,transportation of the product,variety,accessibility and so on.Or through online marketing,the client can be informed of all these elements as in the case of PC CONCEPT company based in Dakar with its Website www.pcconcept.sn.com offers customers interested by the hardware the ability to have an idea of the product price and other details in order to have it easily. With internet-marketing,sale,purchase or lease a building should not be a problem, just need that real estate companies in Senegal,for example the Unique Research Center for Information(Curi) in Dakar,makes available to prospects,potential customers a website containing informati
on in this area.
Today, positioning its product,its image on the national and international scene is a challenge for any company in Senegal.With good marketing policy towards the Internet,the famous Senegalese singer Youssou Ndour offers the world the opportunity to discover some of its wonders. This form of promotion will allow it to sell its products, increase its presence in the domestic market and improve the satisfaction of the fans.
3.THE LIMITS OF E-MARKETING IN SENEGAL
Of course online marketing offers significant opportunities to companies, but comes up against certain limits.
As defined, online marketing targets a well-defined category of persons that is to say those who have access to Internet.Or in Senegal,the Internet is not accessible to all.In addition,given the level of development of Senegal,everyone can not have the luxury to buy a computer,connect to internet or take some hours in a "cyber" to surf.
With the inconvenience caused by electricity cuts and the problem of the network, potential customers can not satisfy their need to buy or research services each time they desire.
Another limitation of internet-marketing in Senegal is not obtaining a bank card by all Senegalese which poses payment difficulties or the facility of payment is a major challenge to establish good online marketing policy.
Internet-marketing requires a minimum of knowledge to develop a successful advertising strategy easily understandable by visitors and to measure the effectiveness of advertising companies…However, Senegal is not at the same computer science compared to industrialized countries.
Note, internet increases the level of competition between firms so that potential customers are covered by the flow of information and advertisements that come from everywhere.It is therefore increasingly difficult to attract the potential customer.
In the end, this marketing strategy includes risks in line to send messages (advertisements) to people who asked nothing.In addition to some incorrections may tarnish the image of the company.Internet-marketing has always a large element of uncertainty related to the willing of the user, the vectors of diffusion etc... 4.Conclusion
In sum Understanding the goals and concerns of customers, prospects,is a priority for the marketing manager.Online marketing strategy is therefore important for both businesses and customers. It allows increasing sales,reducing operating costs,creating links between the customer and the company,promoting the brand of the company etc.
Online marketing is an important communication tool between the company and potential customers.It allows knowing the needs of current and potential customers,changes to products and services if necessary,the opportunity to create a new product or service,quality or problems after sales services.It also makes it easier for customers in search of their needs.
But,online-marketing does not completely replaced the other marketing strategies such as: word of mouth,billboards etc.With internet-marketing, information must be updated,pertinent,and pleasant to read by targeted visitors.In addition to the internet-marketing manager must be constantly attentive to the visitors,prospects,clients of the company in order to sustain and take forward the website.The company must do everything to create the trust for the viewer.
However for make it easy for users, the website address should be included in all business documents: business card, business directories, company gifts such as bags etc.
【References】
［１］Le marketing alternatif : la solution pour une communication plus creative au Senegal? par Christelle EYEGUELE.2008.
［２］Internet.
All societies are structured into several divisions and whoever is responsible for the proper discharge of its products is its commercial service.The sales department is responsible for everything that is promoting the company and its products it sells.Thus, to sell a product requires a sales manager who is responsible for achieving the business objectives of the company and who is responsible for the smooth running of operations he directed.He is responsible for the results of his team who are under his direction and he is the only leader.
In addition,we need salespeople who are responsible for the promotion of products marketed by the company.They are also responsible for running a client followed by showing them their presence to their loyalty and their role is essential to try to satisfy and meet their demands. Thus, a good marketing strategy is appropriate.The use of internet-marketing is now becoming an important tool for positioning.
Since the industrial revolution is reached,the number of company continues to grow all over the world.Thus, over time, the economy is globalizing and competition between companies is constantly increasing. This phenomenon results in an interesting production by businesses. These companies face to two levels of difficulties:
√A control of their environment;
√Flow of the products because of market saturation.
Thus, developing strategies to face these problems is a necessity for all businesses.It is in this way that has been designed with the advanced new information and communications technologies (NTIC),the establishme
nt of a strategy based on online marketing as an alternative strategy.
Online Marketing is the art and science of selling products and/or services over digital networks,such as the Internet and cellular phone networks.
The art of online marketing involves finding the right online marketing mix of strategies that appeals to your target market and will actually translate into sales.
The science of online marketing is the research and analysis that goes into both choosing the online marketing strategies to use and measuring the success of those online marketing strategies.
Then, with the popularization of the Internet access all over the world, the Web becomes an essential field for marketers.
It is in this perspective that this article of study entitled "Online Marketing in Senegal’s context: opportunities and limits" is extremely relevant. Thus, we first try to see the General information on internet in Senegal,then the opportunities of online-marketing in Senegal before studying its limitations.
1.General information on internet in Senegal
It would be interesting to relate the situation of the development of means of communication like internet. Thus,a study conducted in Dakar (capital of Senegal), internet is the only tool which maintains its rate of 89.04%, both in terms of access as an information source. It is therefore the major media even if it is not yet used to its fair value by advertising communication in Senegal through the internet-marketing.
Moreover,a quantitative survey from consumers through a questionnaire gives the following graph.
Graph: Have you ever purchased a product after an advertisement?
The analysis of this graph reveals that 63% of those surveyed had already purchased a product after an advertisement.This high percentage shows that consumers are often based on advertising to make their purchases.A better orientation of advertising would increase the market shares.
Note also that for some time, the changing distribution of the Internet continues to grow on the ADSL network as shown in the following graph.This makes access to the Internet much easier.
Graph 2: Internet: Evolution of the distribution
Source:ARTP (Regulatory Authority for Telecommunications and Post)
Moreover, the rate of internet penetration grew over the years.
Taux de penetration= rate of penetration
Source:ARTP(Regulatory Authority for Telecommunications and Post)
2.THE OPPORTUNITIES OF E-MARKETING IN SENEGAL
However As in most countries in Africa,the marketing system in Senegal is based rarely on the internet.Indeed,Senegalese companies increase their linkages with potential customers if they launched more in internet-marketing.
Indeed, online marketing is an important tool having regard to the current development of the Internet in Senegal.In addition, it offers a number of ways to acquire new customers. Similarly,e-mailing asserts itself as a very strong vector of loyalty.
With the Internet,external and internal communication of company becomes easier.It is sufficient to the company to digitize all the documents and then put them on its website, intranet (for employees of the company),extranet (for vendors and suppliers).
In addition, customers are looking for a number of factors such as: service,quality,price,customer service,transportation of the product,variety,accessibility and so on.Or through online marketing,the client can be informed of all these elements as in the case of PC CONCEPT company based in Dakar with its Website www.pcconcept.sn.com offers customers interested by the hardware the ability to have an idea of the product price and other details in order to have it easily. With internet-marketing,sale,purchase or lease a building should not be a problem, just need that real estate companies in Senegal,for example the Unique Research Center for Information(Curi) in Dakar,makes available to prospects,potential customers a website containing informati
on in this area.
Today, positioning its product,its image on the national and international scene is a challenge for any company in Senegal.With good marketing policy towards the Internet,the famous Senegalese singer Youssou Ndour offers the world the opportunity to discover some of its wonders. This form of promotion will allow it to sell its products, increase its presence in the domestic market and improve the satisfaction of the fans.
3.THE LIMITS OF E-MARKETING IN SENEGAL
Of course online marketing offers significant opportunities to companies, but comes up against certain limits.
As defined, online marketing targets a well-defined category of persons that is to say those who have access to Internet.Or in Senegal,the Internet is not accessible to all.In addition,given the level of development of Senegal,everyone can not have the luxury to buy a computer,connect to internet or take some hours in a "cyber" to surf.
With the inconvenience caused by electricity cuts and the problem of the network, potential customers can not satisfy their need to buy or research services each time they desire.
Another limitation of internet-marketing in Senegal is not obtaining a bank card by all Senegalese which poses payment difficulties or the facility of payment is a major challenge to establish good online marketing policy.
Internet-marketing requires a minimum of knowledge to develop a successful advertising strategy easily understandable by visitors and to measure the effectiveness of advertising companies…However, Senegal is not at the same computer science compared to industrialized countries.
Note, internet increases the level of competition between firms so that potential customers are covered by the flow of information and advertisements that come from everywhere.It is therefore increasingly difficult to attract the potential customer.
In the end, this marketing strategy includes risks in line to send messages (advertisements) to people who asked nothing.In addition to some incorrections may tarnish the image of the company.Internet-marketing has always a large element of uncertainty related to the willing of the user, the vectors of diffusion etc... 4.Conclusion
In sum Understanding the goals and concerns of customers, prospects,is a priority for the marketing manager.Online marketing strategy is therefore important for both businesses and customers. It allows increasing sales,reducing operating costs,creating links between the customer and the company,promoting the brand of the company etc.
Online marketing is an important communication tool between the company and potential customers.It allows knowing the needs of current and potential customers,changes to products and services if necessary,the opportunity to create a new product or service,quality or problems after sales services.It also makes it easier for customers in search of their needs.
But,online-marketing does not completely replaced the other marketing strategies such as: word of mouth,billboards etc.With internet-marketing, information must be updated,pertinent,and pleasant to read by targeted visitors.In addition to the internet-marketing manager must be constantly attentive to the visitors,prospects,clients of the company in order to sustain and take forward the website.The company must do everything to create the trust for the viewer.
However for make it easy for users, the website address should be included in all business documents: business card, business directories, company gifts such as bags etc.
【References】
［１］Le marketing alternatif : la solution pour une communication plus creative au Senegal? par Christelle EYEGUELE.2008.
［２］Internet.