An Exploratory Study On Electronic Shopping In Iraq
The Marketer’s Point Of View
Dr. Fadi Hassan Jaber
Researcher and Head Of Training Department
Public Policy Making Forum – London IFPMC
Marketing in today’s world represents one of the variables that have the most impact on the success and success of business and the formation of the function of marketing is an essential cornerstone of any institution that engages in business, and at the present time, the transition of business to the world of digital business and the development in the field of e-shopping, which represents a pattern of work that constitutes the main basis for the success of any project, e-shopping, which has become a part of the life of every individual and is practiced by the majority of society . Keeping pace with the development of the work of the marketer, who seeks, in light of the competitive environment, to be the best day after day in order to meet the needs of customers, and certainly it meets many It is an ever-changing and dynamic challenge.
Here the study came in order to determine what are the most prominent of these challenges, or which were divided into two groups. The first group is the general challenges and the second group is the special challenges, as the first is Most e-marketers participate in it, while the second group differs from one marketer to another according to the nature of his currency, and the study clarifies the relative importance of a set of challenges according to the study sample, which consisted of 505 e-marketers who have been sending e-shopping for more than 3 years in Iraq.
The work of the electronic marketer.
E-marketing is defined as the process of using the Internet or e-mail to sell or promote products, and a group of technologies are used to help, such as mobile phones, in connecting companies with their customers, and like many other media channels; E-marketing is also part of integrated marketing communications, which helps companies sell their products.
and online services (5).
Also, e-shopping and the use of electronic means in conducting reciprocal commercial processes between the concerned parties instead of direct communication processes or “the process of buying and selling audio and services over the Internet” (2) and also benefiting from experience and expertise in the field of marketing in developing new and successful strategies, in addition to the rapid and immediate expansion of the business, in addition to the rapid and effective growth of marketing.
In a short time and with less investment to capitalize. (3)
Second, the benefits of e-marketing
E-marketing has many benefits for a seller, which includes the following (4) 3
1- Easily access to a large number of customers in various geographical areas, and it is possible that the geographical place is far from the place of the seller or in another place, so the two conditions do not mean that the seller and the buyer are from the same country, where the Internet torrents this topic.
2- The process of buying and selling takes place in a short time and there is no restriction or condition for the yield of the sold reputation, as long as the reputation is valued, and the process of buying and selling takes place during any time during the day, month or year without any restriction.
3- There is no operating cost to open a sales outlet in any store or exhibition, so Internet marketing reduces the cost of having a store or exhibition for sale with its high cost, such as rent, electricity, labour, water and other expenses.
4- Reducing the time, by providing the product that suits the customers at the right time, by classifying the products with all the liquidity that is connected to it. As soon as the buying and selling process takes place, this customer becomes your future customer, as long as he obtains a good product in
Good time and good price. 5- Providing the right product to the right customer, whereby using e-marketing can know the
Patterns of customer behaviour, where purchasing rates increase, after presenting suitable products to the right customer.
Third: New strategies for the e-marketer
5- Content Marketing3 The marketing process is based on content (in English 3 Content Marketing)3 and here is what is meant by the customer linked to the page on the Internet, and he became a sustainable customer for me, due to the customer’s connection to the content, where the relationship became.
There is a long-term relationship between the customer and the brand owner, and this depends on providing content
It has a high quality value to attract the customer, and it is usually by presenting a story to this brand that is related to this customer in his subconscious, and then the process is done through the Internet, and from the forms of content that the owner of the activity provides, videos or images.
2- Shopping between companies and government institutions 3 Here, there is a reciprocal commercial relationship between two establishments, as one of them is the seller and the other is the buyer, and also this type depends on electronic media. This type of dealing methods have been well established for years, especially those that use electronic data exchange (EDI) through networks.
private or value-added networks.
Four: Challenges Facing Online Marketers
According to the opinions of the study sample, in addition to the opinions of experts and specialists in the field of marketing management, the challenges are divided into two groups:
The first group is the general challenges facing the electronic marketer
- Business environment (legal, infrastructure and communications)
- Economic stability (exchange rates)
- Banking system
- Delivery companies
The second group, the special challenges facing the e-marketer
- Choosing the preferred site or building a specialized site
- Confidence in dealing (after-sales dialogue)
- Profit-good balance
- Training and development programs for the e-marketer
Fife: download the relative importance of the challenges facing the online marketer
Based on the opinions of the study sample, Table No. (5) represents the order of relative importance of the public challenges facing the electronic marketer in Iraq, as follows:
|General challenges for the e-marketer||Human importance|
|1||Business environment (legal, infrastructure and communications)||37%|
|2||Economic stability (exchange rates)||30%|
Source 3 outputs according to the opinions of the study sample
Also, Table No. (2) represents the order of relative importance of the special challenges facing the electronic marketer in Iraq, as follows: 3
|General challenges for the e-marketer||Human importance|
|1||Choosing the preferred site or building a specialized site (site management)||31%|
|2||Profit Balance – Good||29%|
|3||Confidence in dealing (after-sales dialogue)||18%|
|4||Training and development programs for the e-marketer||22%|
Below figure (1) the general challenges are statistically illustrated:
Thus, in figure (2) also an explanation of the special challenges facing the electronic marketer in Iraq
1- Seeking to build a business environment in which all legal and regulatory frameworks are available to support the private sector.
2- The presence of companies specialized in the field of preserving and ensuring that the goods reach the customers according to the conditions of safety and security.
3- The presence of a training mars that hosts professional trainers in the field of e-marketing management and marketer training workshops
4- Building the banking system in a way that suits working with electronic shopping, which is an important part of the private sector and towards the transition towards a digital economy
Researcher and head of training department
1- Dr. Muhammad Farid Al-Sahn, Tariq To Ahmed, Marketing Department in the Environment of Globalization and the Internet, New University House – Azaritiya, 2003, p. 420.
2- Zakaria Azem and Dr. Abdel Basset Hassouna and Dr. Mustafa Al-Sheikh, Principles of Modern Marketing between Theory and Practice, aforementioned reference, pg. 425– 4 426.
3- Ami Mousa, Abdullah Fargami, Information technology and its role in traditional and electronic marketing, p. 521.
4- Dr. Mohamed Farid Al-Sahn, Tariq To Ahmed, Marketing Department in the Globalization and Internet Environment.