Base de données des projets PDR

Internet marketing in rural areas

Summary

Based in rural Estonia, the business support training project raised the competence of local businesses in Internet marketing. The target groups were small businesses, companies and collective non-profit organisations interested in Internet marketing

Photo:

Arenduskoda_Internet marketing_Project_team.jpg

Background

Micro and small rural companies lack the skills to use marketing possibilities on the Internet. The main aim of the project was to highlight that location of companies in rural areas and small financial possibilities are not necessarily negative factors and that Internet facilities can help improve competitiveness, and hence, financial results of such businesses.

Objective

The main objective of the project was to support rural companies by enhancing their knowledge about and skills in Internet and general marketing, in order to improve their competitiveness and financial results.

Main activities

Before the organisation of the training courses, an advertisement campaign underlining the basic principles of Internet marketing was launched in the local newspapers and on the websites of the municipalities in the area. Different sets of training courses were offered to local businesses, such as: basic introduction seminars; in-depth Internet-marketing courses (40 hrs); construction of new websites (16 hrs); and, in-depth website analysis.

Results & Benefits

The total number of participants from rural companies was 80. 50 people participated in the basic seminars; 15 companies in in-depth Internet-marketing courses; 10 companies in in-depth website analysis, whereas 5 companies designed new web pages. Several ideas about joint Internet marketing and through municipality websites emerged and courses were an important networking occasion for local actors. As a result an increased interest for buying local products was registered.

Lessons learnt

Organising training courses need good planning and time; there is a big need of this type of projects among LAGs, and in general, in rural areas. The Internet is the possibility no matter where the business is located or how small the budget is. The project supported skills acquisition for the rural business sector, and through networking and cooperation at local level allowed for improved marketing skills.