Marketing Strategies On The Internet (Internet Marketing) And Its Impact On Smes In Ghana

This study focused on Internet marketing and the impact on Ghana's small and medium-sized enterprises.The objectives of the study were to determine the reach of internet marketing applications by SMEs in Ghana,to identify the challenges faced by SMEs in implementing internet marketing in Ghana and to determine the effect of internet marketing on the output of SMEs.Over the last few decades,the growth and proliferation of the internet with an unprecedented speed has contributed to its expanded use for marketing purposes;this is internet marketing.The Internet as a marketing tool provides businesses considerable opportunities to try and implement creative strategies to meet the rising customer demands.The inquiry was a descriptive study using a sample size of 150 SMEs.Primary data were obtained using SMEs' top management questionnaires.The data collected were analyzed using the frequencies,percentages,means and standard deviation as well as the study of factor and regression.The study found that internet marketing was used to a modest degree and that certain problems affected or prevented SMEs ability to apply internet marketing.Many small and medium-sized companies concluded that the greatest obstacle in internet marketing application was the fear of losing their existing customers who could not access internet.The lack of funds to invest in the introduction of internet marketing as well as the lack of skilled IT workers addressed the difficulties outlined in the report.Internet marketing has had a positive effect on SME results.The most used ways of internet marketing were the social media,mobile advertising and websites.Rent ability improved,market share increased and the ability to expand their market growth.The company's reputation has been improved,an increased competitive advantage as well as greater loyalty and access to new markets as impacts of these SMEs ' use of internet marketing.