Adoption of E-Marketing: The Case of Ecobank, Ghana

Abstract

In the past two decades, Information and Communication Technology (ICT) applications have become more advanced, diversified and globalized. Concomitantly, electronic marketing (e-marketing) has become increasingly germane to the operations of financial institutions in both developing and developed countries. This research specifically explores and discusses the scope of e-marketing at Ecobank focusing on three thematic areas namely: types and impact of e-marketing in Ghana; how Ecobank examines its e-marketing Infrastructure in Ghana; and Ecobank technological readiness for e-marketing. Two sets of questions were used to collect both qualitative and quantitative data from the sampled bank in Ghana. Analyses of the data and the research findings highlight the relevance of e-marketing in Ghana. Some recommendations were offered for condition policy in the banking sectors of Ghana to improve the e-marketing products and services, and also improve Ghana’s knowledge economy. Finally, some recommendations were made to enhance e-marketing at Ecobank and all banking sectors.