The effectiveness of Internet based marketing communication in Estonia. (Research Notes).

Tallinn Technical University--Estonia

Current research examined the role and effectiveness of Internet based marketing communication in Estonia. Our main focus was on the factors that determine the success of Internet communication in the context of a transition economy.

Estonia

has developed into an open-minded society adapting the newest technologies as quickly as possible. Estonia was relatively closed from outside influences during the Soviet period the old technologies have not had possibilities to get rooted and thus it is easier for Estonia to be in the forefront of technological adaptation as it does not mean quitting old technologies. The Internet usage among Estonians is growing fast and is higher than in many European countries.

Internet in general is both very effective and efficient media for marketing communications for the following reasons:

1) Low cost compared to other media;

2) The interactive nature enables the creation and maintenance of relationships;

3) Easy user tracking and monitoring and

4) The possibility to present very thorough information and give users the possibility to select what interests them most.

Research indicated that there are two distinct segments in Estonia to which Internet based marketing communications should be targeted; the younger audience ages 15-19; and professionals and specialists ages 23-35. (JEL F14)