Internet Marketing For Residential Real Estate Development Companies In Addis Ababa Opportunities And Challenges

Internet marketing is the practice of introducing, promoting and communicating customersrnfor products and services using the internet. It has been used since the introduction of thernInternet by different industries. Real estate companies in the developed countries usernInternet marketing integrating with their business strategies. The practice is new forrnEthiopian companies and enough research has not been done in this aspect. The aim of thisrnstudy was to explore the opportunities and challenges of Internet marketing for real estaterndevelopment companies in Addis Ababa. The external ICT environment and the internalrnenvironment was the focus of the analysis. A sample of eighteen companies was used tornexamine their internal environment with respect to Internet marketing. The response ofrnsixteen companies were obtained and analyzed. It was found out that the sample companiesrnhad very limited experience with Internet marketing. Potential benefits, with respect torncustomer relations (e-CRM), research (e-Research), promotional areas, were observed.rnChallenges posed by the External ICT environment were also important points to considerrnby the companies while formulating their Internet marketing and overall businessrnstrategies

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