Marketing · Lesson 10

ICT and e-marketing; entrepreneurship in marketing

WAECNECO

What the syllabus asks

WAEC: meaning, tools, e-commerce, electronic payments, measurement, law and ethics) and 18 (Entrepreneurship in marketing: sources of funds, location of outlets, managing outlets, selling and bargaining). JAMB does not examine Marketing.

NECO: meaning, tools, e-commerce, electronic payments, measurement, law and ethics) and 18 (Entrepreneurship in marketing: sources of funds, location of outlets, managing outlets, selling and bargaining). JAMB does not examine Marketing.

What you will learn

Explain ICT and e-marketing and their importance and limitations.
Describe the main e-marketing tools.
Explain types, advantages and problems of e-commerce.
Describe electronic payment methods and security.
Measure digital marketing results and explain responsible use of data and relevant laws.
Explain entrepreneurship, sources of funds and location of a market outlet.
Explain how to manage an outlet profitably and sell and bargain effectively.

Key points

E-marketing uses ICT for research, promotion, sales, payment and service.
Benefits: reach, 24-hour access, low cost, targeting, measurement; limits: access, fraud, trust, delivery.
Tools: websites, social media, messaging, SEO/paid search, email/SMS, apps/USSD, marketplaces.
E-commerce: B2C, B2B, C2C, B2G, social commerce.
E-payments: cards, POS, transfers, USSD, wallets; confirm funds; BVN.
Measures: conversion rate, cost per order, CTR; CRM with consent.
Laws: NDPA 2023, Cybercrimes Act 2015/2024, FCCPA 2018, ARCON Act 2022, NCC rules.
Entrepreneur qualities: creativity, risk-taking, persistence, honesty, planning.
Start-up steps include CAC registration and a business plan.
Funds: savings, family, esusu/co-operatives, banks/microfinance, trade credit, hire purchase, partners, grants.
Location: customers, footfall, access, competition, cost, security, infrastructure, regulations.
Management: stock, records, display, service, staff, credit control; gross vs net profit; selling and bargaining.

Start here: ICT in marketing: meaning and importance

WAEC topic 17 is information and communication technology (ICT) in marketing. ICT means the computers, phones, software, networks and internet services used to create, store, process and share information. E-marketing (electronic or digital marketing) is the use of ICT, especially the internet and mobile phones, to carry out marketing activities: research, product information, promotion, selling, payment, distribution of digital products and customer service.

Nigeria has a large and young population of mobile-phone users, and internet use has grown fast, especially on smartphones. This has changed how many Nigerians discover, compare and buy products, from data bundles and airtime to clothes, food, electronics and services.

Importance of ICT to marketing

Wider reach: a small seller can reach customers across Nigeria and abroad at low cost.
24-hour availability: online shops never close.
Lower costs: less need for physical shops; cheaper promotion than traditional media.
Precise targeting: adverts shown to chosen age groups, locations and interests.
Measurability: views, clicks, enquiries and sales can be counted (section 10.5).
Two-way communication: customers can ask questions, review products and complain instantly.
Faster market research: online surveys, analysis of search trends and comments.
Better customer records: databases help firms personalise offers (CRM).
Efficient operations: computerised stock control, point-of-sale systems and order tracking.
Electronic payments: quicker, safer settlement and less cash handling.

Limitations

Not everyone has internet access or digital skills, especially in rural areas; data costs; unstable power; online fraud and scams; low trust in online sellers; delivery problems; and privacy concerns. Good marketers combine online and offline methods.

Worked example 10.1

Give three ways a small fashion designer in Aba can use ICT to market her products. Show designs on social media; take orders and answer questions on messaging apps; accept bank transfers or card payments (also a simple online store and customer database).

Continue this lesson in the free app →

Practice questions

1. Business between a firm and final consumers online is

Show answer

A: B2C
Business-to-consumer.

2. Selling used items between individuals on an online platform is

Show answer

D: C2C
Consumer-to-consumer.

3. Paying for online visibility via search adverts is

telemarketing
door-to-door selling
search engine marketing (paid search)
SEO

Show answer

C: search engine marketing (paid search)
SEO is unpaid ranking.

4. Unsolicited bulk e-mails are

bots
spam
cookies
banners

Show answer

B: spam
May breach data law.

5. The NCC service that lets subscribers block unwanted promotional messages is

Do Not Disturb (DND)
BVN
USSD
NIN

Show answer

A: Do Not Disturb (DND)
Opt-out service.

Key words

ICT: Technology for creating, storing and sharing information.
E-marketing: Marketing using digital technology.
E-commerce: Buying and selling over electronic networks.
SEO: Improving a site’s rank in free search results.
USSD: Short codes for phone services without internet.
B2B: Business-to-business trade.
C2C: Consumer-to-consumer trade.
Conversion rate: Share of visitors who buy or act.
CRM: Managing customer relationships using data.
NDPA 2023: Nigeria Data Protection Act; created the NDPC.
Entrepreneur: Person who starts and runs a business, bearing risk.
Esusu/ajo: Rotating savings scheme.

Learn ICT and e-marketing; entrepreneurship in marketing step by step, free.
The Cara's Tips app teaches every topic from the very basics, with quick checks, worked examples and exam practice. It works offline.
Open this lesson in the free app Download for Android