| Executive summary |
| Written by David Towers |
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This report explores how small and medium sized enterprises (SMEs) form strategies and to what extent SMEs online marketing strategies are effective. This research goes into more detail than mere trends or ideas because as Murphy, Celuch and Callaway (2007) note, there is a need for examples of good practice and in depth research. Consequently, through reviewing academic literature and analysing primary research undertaken with online marketing professionals, it is demonstrated that the majority of SMEs struggle to create effective online marketing strategies. This report then discusses what constitutes good online marketing practices and concludes by equipping SMEs with tools to aid in the development of good online marketing strategies. A framework for the creation of effective online marketing strategies for SMEs is proposed as the conclusion to this research. The framework shows that SMEs need to consider a variety of factors when deciding upon and implementing their online marketing strategy. Comments (1)
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