Transcript PPT Version of Presentation Slides

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 emarketing 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.