Mažų ir vidutinių įmonių tiesioginės elektroninės rinkodaros galimybės

Abstract

The paper deals with an analysis of direct electronic marketing as an important marketing channel for SMEs primarily focusing on the identifcation of its advantages and disadvantages as well as effcient best practices for SMEs. Available direct electronic marketing statistics, cost-beneft analysis, business and consumer value, and regulatory mechanisms are investigated in the international as well as in the Lithuanian context. The present research focuses on the analysis of the balance of private and entrepreneurial interests and identifcation of the effciency and acceptability criteria in regulating and adopting direct electronic marketing. The paper concludes that direct electronic marketing is very advantageous to local businesses and especially to SMEs. Unfortunately, the common perception of direct marketing and especially electronic direct marketing is negative, since it may compromise personal privacy. Analysis of the U.S. business experience shows that direct marketing is among the most effcient marketing channels. Analysis of the Lithuanian experience demonstrates that the advantages of direct electronic marketing are not consi¬dered and negative perceptions and strict regulation prevent businesses from employing direct electronic marketing. The paper summarizes the best practices in applying direct electronic marketing principles in order to consolidate privacy interests with economic interests, suggests amendments to the regulations, and encourages a wider acceptance of business self-regulation.