| Introduction |
| Written by David Towers |
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Ten years on from the popularisation of the internet, it is surprising that the majority of SMEs do not seem to understand online marketing and many fail to make the most of marketing opportunities that exist online (Murphy, Celuch and Callaway 2007; Wright, Ul-Haq and Oktemgil 2006; Beckinsale and Levy 2004; Fisher, Craig and Bentley 2007; Tetteh and Burn 2001). Although it is disputed whether the internet levels the playing field between SMEs and large multinationals (Haig 2002; Griffith and Gray 2002; Shu-Ching Chan and Jin-Ying Lin 2007), it certainly is the case that the internet brings significant new marketing opportunities (Kim, Nam, and Stimpert 2004; Tiu Wright, Ul-Haq, and Oktemgil 2006). Some SMEs use these opportunities to dramatic effect (Loveday and Niehaus 2007) whereas others neglect the opportunities presented to them with an online presence (Daniel, Wilson, and Myers 2002). Some authors (such as Poon and Swatman 1999) argue that acceptance of the internet for international marketing is more important for SMEs to grasp than for large businesses because it can level the playing field (Wright, Ul-Haq and Oktemgil 2006). There is a broad spectrum in the quality and type websites: ranging from brochureware (Levy and Powell 2003) to websites with online payment and integrated with backend business functions (Chan and Lin 2007). But what truly constitutes a comprehensive website has been debated both in the academic arena and the blogosphere (a collective term for blogs). Understanding how to integrate internet marketing channels with appropriate strategies is critical to understanding whether implementation has been effective (Murphy, Celuch and Callaway 2007). The purpose of this research is to look at the details of how SMEs can go about forming effective marketing strategies, and what is an effective online marketing strategy. This research will dig deeper than mere trends or ideas, as Murphy, Celuch and Callaway (2007) note there is a need for examples of good practice and a need for in depth research. As O Toole (2003) notes, "small businesses can be big on the web". Consequently it is hoped that this research will help equip SMEs with tools to aid in the development of good online marketing strategies. Comments (0)
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