Effects of digital divide on electronic marketing services in Tanzania Business Organizations

Electronic marketing has been increasingly useful in Tanzanian business environment. However, a disparity in access to and use of information and communication technologies (ICTs) brings in a gap between those who can and cannot reap the benefits of the information superhighway. Following an analysis of the gender, economic status, skills on the web and level of education forms of digital divide, the contribution of this study is in a framework that describes the relationship between these forms of divide and the use of electronic marketing services in Tanzanian business organizations. The study used descriptive research design method generating both primary and secondary data. The population consisted of individuals and marketing departments' representatives. The researcher administered 100 questionnaires for individual respondents and 50 for marketing departments. The findings reveal that, all forms of digital divide, i.e. gender, economic status, skills on the web, level of education influences the use of Electronic Marketing Services. Also, the study reveals that the Availability of forms of Electronic Marketing services is related to the use of the Electronic Marketing Services. In the light of this study, more research is needed to provide in depth knowledge about the relationship about Electronic Marketing Services and the Digital Divide. Also, more study is required to establish suitable solutions for bridging the divide. Improvement in content, reduction in internet tariffs and improvement in electric power supply are vital for Electronic Marketing Services and Digital Divide to change positively. The study also argues business firms to stress enough on the importance of establishing detailed lead tracking systems which will enable them to measure the cost effectiveness of Electronic Marketing Services.