The growth of technology was increasing by the internet transaction and also has become a key element major driver of business. Nowadays, the internet offer more opportunities for companies to develop their product and service including SMEs. The entrepreneur of SMEs can adopt e-marketing and e-commerce to support sales volume and promote their organization as well. SMEs is the micro, small and medium-sized enterprises (SMEs) which play a central role in the world economy.
Many reason which is why SMEs should consider about e-marketing in company. Proactive reasons are the chance to eliminate operation, production and transaction cost. E-marketing has low cost communication permits firms with limited like SMEs and it is also giving more chance to promote their companies internationally. Moreover, it will be effect in long-term if company want to do global marketing. Even though, e-marketing enables more than just internet but it can create competitive advantages.
This video presents an interview with Mr. David Smerdon and discusses about the subject of how to boost sales using the internet. In this video, the discussion focuses on the e-mail campaign aspect of e-marketing so that many advices are given about this subject. David Smerdon speaks about three problems that SME's have while running an e-mail marketing campaigns like running a database, design and deliverability and writing content. Other points are approached such as the possible solutions for the problems SME's have with e-mail marketing, comparison between e-mail marketing and traditional direct mail campaigns and examples of how SME's use Email Marketing.
Traditional strengths of SMEs are highly ability to serve niche market and develop relationship with customer (Gilmore, Gallagher and Henry 2007) . Companies are identifying the customer, what’s the customer need and consumer behaviour by recording the information on internet. . Then it can use database and dedicated websites as regards their theme and their potential visitors. By anticipating in E-marketing, it has more connivance to purchase by information and buy product and service. For example, Easy jet (low cost Airline) which is supported by 90% of revenue from online transaction. Anyway, E-marketing can serve the customer need that concern on acquisition and retention. Also, companies advertise their goods to the most relevant people since they are more likely to become potential customers.
On the other hand, SMEs should consider about the implementation of a marketing research to support the e-marketing campaign because it improves the efficiency of the latter.
To tackle an e-marketing campaign, it is important to plan it before. This is the role of marketing research. Indeed, the main purpose of a marketing research is to learn information through a study about the subject relevant to the marketer. In other words, marketers need to learn relevant data about their target before releasing the e-marketing campaign.
Marketing research is the basis of the e-marketing campaign. The information gathered during the research enables the company to target the right people online and thus to generate outputs efficiently. In addition, the marketing research leads to information about competitors and their own e-marketing strategy.
A purpose of marketing research is to enable marketers to take good decisions about the lunch of their e-marketing campaign in order to make it efficient. Indeed, information gathered during the marketing research can lead to alternative choices about new markets or new products for example. This is a main benefit since the opportunity to have many choices decreases the risks taken during the e-marketing processes.
List of reference
Gilmore, A., Gallagher, D., and Henry, S. (2007) ‘E-marketing and SMEs: operational lessons for the future’. European Business Review 19 (2), 234-247
