Evaluating the Role of Electronic Channels In Marketing Efficiency

Abstract

The recent developments in the information technology and communications have created new possibilities for doing business and how companies are connect with their customers, and as a result of this great technical development there have been a lot of channels that enable the communication process and transfer the information between companies and their customers. The purpose of this research is to understand the role of electronic communication channels such as E-mail and SMS, and Service Centers and Social Networking sites in raise marketing efficiency, the study assumes that use of communication channels electronic have a significant impact in reducing the cost of communication between the company and their customers as well as have an impact in reducing many of the company's expenses and thus which in turn leads to raise the efficiency of marketing . And to verify these hypotheses, questionnaire was used, where the study was based on the distribution of a questionnaire to a number of companies that use these channels in the marketing process and another questionnaire was distributed to a number of customers to see how much the customer interaction to communicate through these channels. After collecting information from the questionnaires applied package (SPSS) was used to draw results and reports relating to research and key findings of the research have indicated that the use of electronic channels has contributed a lot in the following: VI 1. Using electronic communication channels allow transferring data and information between company and its customers in simple, easy, fast and more secure ways. 2. Using electronic communication channels help companies to attracting customers from whole the world. 3. Electronic communication channels helps to keep customers satisfied. 4. Using electronic communication channels allow companies to reduce their products cost, such as costs related to sales, advertising and management.