Potential & Future Prospects of E-Marketing in Pakistan

Abstract

The world is galloping at an abnormal speed on the road of technology; the emerging technologies have reshaped the way we communicate. IT, one of such technologies, is likely to affect our lives in every conceivable way. Be it business or a household message, we need to fall back on this technology for fast and swift execution of the desired task. Wherever we are sitting, the world is a touch away. We just click one button and the pile of information is presented on the visual display unit. An enterprise is considered modern, if it has switched over to IT related facilities. Businesses can be handled more conveniently through the help of this technology. In the same manner, marketing got new meaning with the advent of IT in general and internet in particular. Internet can serve as an effective e-marketing tool to promote the products and services offered by the government and private organization. In Pakistan, the concept of e-marketing is relatively newer. This research has conclusively proven this fact that very few people are aware of the benefits of transactions carried out on the internet. The study contains the introduction of the problem, its background, scope, problem statement, rationale, theoretical framework, objectives, significance and limitations of the study, which is followed by the extensive literature review. In the literature review, it has been tried to cover thoroughly all relevant material that could be taken hold of. The subsequent portion discusses the research methodology that has been employed to conduct this research. The last portion contains conclusions and recommendations. It is anticipated that Pakistan would progress in this sphere by leaps and bounds and all the major transactions of the business would be challenged through internet, which in turn have an impact on consumer buying behavior.