e-Marketing in Sri Lanka from Bountylab International

Sri Lanka, a tiny land that has started to attract the world’s attention for various reasons like tourism, investment, infrastructure development, Information Technology, social wellbeing and many more aspects. Especially compared to its counterparts in the Asian region, Sri Lanka’s internet penetration rate is remarkable. To be more precise with statistics, in Sri Lanka it is recorded that there are 3,222,200 internet users with a penetration rate of 15% by the end of June 2012 where during the same period the overall Asian region recorded 1,076,681,059 internet users with an internet penetration rate of 27.5% (Internet World Stats). This shows how much scope spans for the businesses in Sri Lanka to tap these internet users via a well focused internet marketing strategy.

Though the scope is undoubtedly certain for the Sri Lankan Marketers to exploit, most of them lack in developing ideal internet marketing strategies. There is a clear distinction between an offline marketing strategy and online marketing strategy. Conventional marketers cannot develop online marketing strategies which involves rapid changes and dynamic parameters. A thorough understanding about the volatility of using internet marketing and applying it in the Sri Lankan context should be the key to succeed in the internet arena. This is the reason for many local brands to tryout several internet marketing tactics and give-up saying it has not brought any sales for them. Most of the local brands spend their time in developing internet marketing tactics but not in developing marketing strategies for their respective organization.

First of all, the local companies should be well informed about the exact role that internet could play in the bigger picture. They should understand that internet is not merely a sales tool, it is well ahead than that, it is a market place that involves all the aspects that an offline marketing place includes. Accordingly a long term oriented marketing strategy should be developed and executed in an environment that is capable enough to re-act any rapid changes. The conventional bureaucracy that prevails in the developing countries will not allow reaping the fullest benefit of using internet marketing. Moreover, imitations should be avoided completely. It could be seen that many successful international case studies in online marketing arena have been directly applied in Sri Lankan context and proven to be a failed effort. Sri Lankan climates should be considered while implementing an internet marketing success story that is copied from a western country. Highest level of adaptation should be involved than a mere imitation.    

In such terms e-Marketing in Sri Lanka has a huge gap compared to the vast potential it consists. Minute application of Sri Lankan condition in developing fully fledged e-Marketing strategies should take place to uplift any particular business and the industry. Each and every sector in Sri Lanka should start travelling towards this journey and this will end up in a milestone where Sri Lanka starts to gain the competitive advantage to outperform the counter parts in the region.