The importance of Information Systems and digital marketing in finding suitable clients in Microfinance Institutions

Prof.dr. Edmond Beqiri

University of Peja Haxhi Zeka, Kosovo,

Dr.Cand. Violeta Beqiri

University of Tetovo, Macedonia,

Msc.C. Florlinda Berisha

University of Peja Haxhi Zeka, Kosovo,


This paper is specific to an issue, because a lot of research has been done on digital marketing, but not on the importance it has in finding individual borrowers as well as small and medium-sized businesses, adequate to be clients of microfinance institutions in Kosovo.The aim is to highlight the tremendous importance that different ways of using media and digital marketing have in this regard.Technology is evolving at a rapid pace, and businesses are trying to take advantage of this development to keep up with the times and one step ahead of the competition.Humans are social creatures, evolution is evidence of this, so social networks have made perfect use of our need to communicate with one another, and have easily deported each individual.Given that the vast majority of the population uses at least one social network, the probability of seeing promotions and ads is significantly higher than placing an ad on a website dedicated to Marketing, or even using the traditional form of Marketing.      Digital marketing using these networks enables the finding of a greater potential buyers, and can be considered as a key factor in determining the success of the business.

Keywords: Digital Marketing, ICT, Social Media, Control, Microfinance digitalization.

  1. Digital marketing in microfinance institutions of Kosovo

In a market economy, the use of digital marketing and online platforms are an important part of the business success of the company. The European Commission wants to ensure that the platforms operate online. The European Commission’s policy aims to support a credible, legitimate and innovation-oriented ecosystem around online platforms in the EU. To this end, the Communication of the Commission for Online Platforms, published on 25 May 2016, identified the main areas where further attention is needed. The guiding policy principles pursued by the Commission are:

  • A level playing field for comparable digital services;
  • Ensuring that online platforms behave responsibly to protect core values.

Volume 6.No.2(2022): April – (Social Sciences Session)

ISSN 2661-2666 (Online) International Scientific Journal Monte (ISJM)
ISSN 2661-264X (Print)

DOI :  10.33807/monte.20222537


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