Department of Computer and Information Science

nostrilshumorousInternet and Web Development

Nov 18, 2013 (3 years and 8 months ago)

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Department of Computer and Information Science


Minor Thesis Presentation





E
-
marketing: The Utilization of E
-
marketing in small business Enterprises







Name: Owen Ebenezer
Rajarathnam


ID : 100111931


Supervisor : Jing
Gao





Contents




Background information



Research Questions



Research Methodology



Interpreted Case Study



Outcome



Conclusion



References


Background Information


E
-
marketing: combination of internet and communication

E
-
business: Interactive digital technology

E
-
commerce: Online transaction

(El
-
Gohary
, H., M.
Trueman
, et al. 2008)


Level of E
-
marketing




Information level



Transaction level



Relationship level

(
Sparkes
, A. and B. Thomas 2001)


Issues faced in E
-
marketing




Finance



Human resource



Technical Skills



logistics


Research Question:

How small business enterprises uses E
-
marketing to enhance their performance


Sub Questions:



The methods used by small business enterprises in e
-
marketing



What are the factors influencing the adoption of e
-
marketing in Small business
enterprises



The ways in which e
-
marketing has been utilized by a small business enterprise
to expand their business



How effective the e
-
marketing for a small business enterprises



The awareness of e
-
marketing among employees in small business enterprises


Research Methodology:


Interpretive Case Study:



Way to interpret data



Analyse data from individual


Qualitative Data Method:



collect data through case study questionaries



Identifying 4 small business enterprises for interview which has e
-
marketing facility



Comparing data's of the small business enterprises


Expected outcome
:



Current strategy



How e
-
marketing utilized in SBE’s



Future Strategy



Usage of Resource



Technical skills

Interpreted Case Study


1.
Pentamine

Technologies



Information Technology Industry



Information level in E
-
Marketing


2.
Eviska

Infotech



Security and
surveillence

systems



Information level


3.
Fusion Clothing



Online Garment industry



Information and Transaction level


4.
Pixel Avatar


Graphic and design solutions



Information, Transaction and Relationship level

Pentamine

Technologies


Methods




General marketing (occasional SMS and mail campaigns)



Still planning to employ E
-
marketing


Factors influencing



R&D solution (Online service provider)



E
-
Marketing is evolving



Lots of potential


Effectiveness:



Depends on E
-
marketing tool



Not much of effect on the business until now


Infrastructure



Basic technology (Not enough knowledge)



Looking for consultant


Challenges:



Indentify the right E
-
Marketing Strategy


Resource



Allocating more budget to E
-
marketing in future

Eviska

Infotech


Methods



Haven't Considered still in discussion



Marketing through presentation to prospective clients


Factors influencing



New Method but still in learning



Lots of potential


Effectiveness:



Increase in internet traffic by 20%



Planning to adapt E
-
marketing


Infrastructure



Through the Website Consultant



Provide support infrastructure



Website to start


Challenges:



New to E
-
Marketing( implementation without proper analysis not feasible)



Depend on the consultancy


Resource



If understood the concept will allocate 80% of marketing budget

Fusion Clothing


Methods



Still analysing which method will work



Affiliate marketing, Product Marketing, Social media


Factors influencing



Online shopping site



Lots of potential through e
-
marketing


Effectiveness:



Response is good



Haven't utilized to the fullest


Infrastructure



contract with a website development company( provide infrastructure support)



Website with E
-
commerce


Challenges:



To identify the right way to market in E
-
marketing



Too much Development( information overload)


Resource



online shopping site entire resource is allocated

Pixel Avatar


Methods



Search engine Optimization



Social media marketing, Search engine marketing



User involvement


Factors influencing



New Platform



Ideally suits Industry ( Graphic and design solution)


Effectiveness:



Generated 70% of the leads through Internet promotion



Haven't utilized to the fullest


Infrastructure



Own set of team maintain the website



Consult parent company


Challenges:



Rely on parent company for consultancy



finding right mix to get result


Resource



Entire marketing budget spent this year

Outcome


Current Strategy



Website



Current Status is beginner level



Don’t have idea which strategy helps



Depend on consultancy



No standard procedure for marketing


Utilization



Depend on product they marketing



Still reluctant to utilize E
-
marketing


Future Strategy



There is no specific strategy



Rely on consultancy for further step


Resource



Reluctant to use more resource (
Eviska

&
Pentamine
)



Allocating more resource ( Fusion clothing & Pixel avatar)


Technical skill



Website consultant (support and infrastructure)


Conclusion




E
-
marketing is evolving Still in learning



New platform understanding the right strategy



Depend on consultancy for further step



No idea about further strategy



E
-
marketing depends on the product marketing



Reluctant in Resource allocation



Need a set of procedure to for E
-
Marketing( still a open business)



E
-
Marketing enhance performance




Still in the beginning stage



Time to understand the concept



Slight increase in performance but yet to achieve



It can increase the performance if handled carefully




Reference:


El
-
Gohary
, H., M.
Trueman
, et al. (2008). "E
-
Marketing and Small Business Enterprises:


A Review of the Methodologies.“
Journal of Business and Public Policy

2
(2).


Gilmore, A., D. Gallagher, et al. (2007). "E
-
marketing and SMEs: operational lessons for the
future.“
European Business Review

19
(3): 234
-
247.


Gilmore, A., D. Carson, et al. (2001). "SME marketing in practice."
Planning

6
: 11.


Sparkes
, A. and B. Thomas (2001). "The use of the Internet as a critical success factor


for the marketing of Welsh
agri
-
food SMEs in the twenty
-
first century.“

British Food Journal

103
(4/5): 331
-
347.


McCole
, P., & Ramsey, E. (2004), Internet
-
enabled technology in knowledge
-
intensive
business

services: A comparison of Northern Ireland, the Republic of Ireland and New Zealand.