Century Trends in Nigeria

Electronic marketing is the use of electronic data and applications for planning and executing the conception, distribution and pricing of ideas, goods and services to create exchanges that satisfy individual and organizational goals. While a number of research studies have examined the factors that drive electronic marketing, there is only scant empirical evidence on the link between environmental forces activity and electronic marketing integration into our contemporary business model. The objective of this study is to critically analyze the environment forces that influence e-marketing practices in the 21 st century trend in Nigeria. Various environmental factors were identified that hampers electronic marketing growth in Nigeria. Technological Acceptance Model was used as the theoretical underpin for the study. It was concluded that a systematic implementation of e-marketing strategies is positively related to the enhanced job performance of Small and Medium scale Enterprises (SMEs) owner/managers and the overall success of core business processes, that the environmental force if properly streamlined will result to full integration of the electronic marketing tools into the business operation. Various recommendations were given and limitations/suggestion for further studies. INTRODUCTION Over the years, e-marketing have boast the way in which business are being operated and this have been enhanced extensively by advent technological development and the integration of the internet based facilities into the product and services marketing. The market condition and business environment of the 21st century is witnessing rapid change. Business often must respond to this rapidly changing environment (Kurtz, 2008). Environmental change has been a business focus for decades. Now, a well-established new comer is changing the traditional business environment even more: information technology; the internet and the electronic commerce are the new players disrupting the business environment. Even more critical is the development of entirely new business. Given these changes, businesses have rediscovered that, more than ever, in the face of increased competition, matured market, and ever demanding customers, treating existing customers well is the best source of profitability and sustained growth (Hair, Bush, & Otinau, 2006). In recent years, increasing numbers of businesses have been using the Internet and other electronic media in conducting their marketing efforts, giving the chance for Electronic Marketing (as a new marketing phenomenon and philosophy) to grow in a very dramatic and dynamic way. From the author point of view, implementing E-Marketing by small business enterprise can change both the shape and nature of its business all over the world. Because the increase usage of the Internet and other Electronic Marketing tools (i.e.: E-mail, Intranets, Extranets and Mobile phones) in electronic transactions might create not only a lot of opportunists for small business enterprises but also can eliminate a lot of its threats. From this prospective, it is noticed that the Internet, other electronic media tools and Electronic Marketing tools are playing a vital and essential role in conducting marketing activities within business enterprises regardless of its type or size (El-Gohary, 2010). Electronic marketing (henceforth referred to as e-marketing) is one of the rapidly growing forms of digital marketing in may developed economies. The E-Marketing Association defines e-marketing as “the use of electronic data and applications for planning and executing the conception, distribution, promotion and pricing of ideas, goods and services to create exchanges that satisfy individual and organizational objectives” (Burgess European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)