Internet Marketing For Residential Real Estate Development Companies in Addis Ababa - Opportunities and Challenges
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Date
2008-06
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Addis Ababa University
Abstract
Internet marketing is the practice of introducing, promoting and communicating customers for products and services using the internet. It has been used since the introduction of the Internet by different industries. Real estate companies in the developed countries use Internet marketing integrating with their business strategies. The practice is new for Ethiopian companies and enough research has not been done in this aspect. The aim of this study was to explore the opportunities and challenges of Internet marketing for real estate development companies in Addis Ababa. The external ICT environment and the internal environment was the focus of the analysis. A sample of eighteen companies was used to examine their internal environment with respect to Internet marketing. The response of sixteen companies were obtained and analyzed. It was found out that the sample companies had very limited experience with Internet marketing. Potential benefits, with respect to customer relations (e-CRM), research (e-Research), promotional areas, were observed. Challenges posed by the External ICT environment were also important points to consider by the companies while formulating their Internet marketing and overall business strategies.
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Residential Real Estate Development