| Research overview |
| Written by David Towers |
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The overriding research objective of this project is to demonstrate that small and medium sized businesss online marketing strategy are often ineffective and to develop tools and frameworks to assist SMEs in implementing successful online marketing strategy. It is hoped that this will be achieved through breaking down the research into several sections. Firstly through a review of current literature, the operating context of SMEs will be discussed. This operating context will then lead to a wider discussion as to what extent SMEs are using the internet to fulfil strategic objectives. Following on from this discussion, through the use of primary and secondary data, this report will attempt to establish the right approach to online marketing. To ensure the conclusion of this research is insightful, a number of sources will be referred to. The author has worked with a business in the UK and US to help them establish an appropriate online presence. Where relevant, some of the experiences of this work will be included in the research. Furthermore, to ensure a rich body of primary research, a series of interviews have been conducted with a number of online marketing consultants. These consultants have answered various questions including the following:
By drawing upon a range of both primary and secondary sources, a number of tools and resources will be recommended to help SMEs in the development of their online marketing strategies. The presentation of these tools will be followed by the conclusion and recommendations for future research. Comments (0)
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