Introduction
According to Jutla et al. (2002) small and medium sized enterprises
(SMEs) are estimated to account for 80 per cent of global economic
growth. Could it be that many of these SMEs have got their online
strategies completely wrong? May it even be the case that many SMEs
simply do not have an online strategy?
Ten years on from the popularisation of the internet, it is surprising
that the majority of SMEs don't seem to understand online marketing and
many fail to make the most of marketing opportunities that exist online
(Fisher 2007; Beckinsale & M. Levy 2004; Tetteh & Burn 2001).
New
Age Media reported in November 2007 that within the UK over 96% of
estate agents, IT firms and recruitment consultants had a website.
However, rather than simply measuring how many companies have a
website, the quality and strategies behind these websites need to be
analysed. A significant number of these websites are little more than
brochureware (M. Levy & Powell 2005) and only a small number have a
predetermined online marketing strategy.
Although it is disputed
whether the internet levels the playing field between SMEs and large
multinationals (Haig 2002; Griffith & Gray 2002; Shu-Ching Chan
& Jin-Ying Lin 2007), it certainly is the case that the internet
brings significant new marketing opportunities (Kim, Nam, &
Stimpert 2004; Tiu Wright, Ul-Haq, & Oktemgil 2006). Some SMEs use
these opportunities to dramatic effect (Loveday & Niehaus 2007)
whereas others neglect the opportunities presented to them with an
online presence (Daniel, Wilson, & Myers 2002).
John Tuggle,
a guitar teacher from Georgia, USA is an example of someone who has
used the marketing channels available through the internet to great
effect (McGee 2008). Tuggle of LearningGuitarNow.com, embraced the
opportunities presented to him by the internet and through blogging,
podcasting and creating YouTube videos, has been able to generate new
business opportunities and now gives live guitar lessons via Skype.
Unfortunately, Tuggle's success story is an exception rather than the
rule, with the majority of SMEs completely oblivious to the
opportunities available to them through marketing online (Daniel,
Wilson, & Myers 2002).
Feedback
This is an excerpt from a research project proposal investigating SME strategy online. I'd like to know what you think about this article and have your input on the subject area. Please leave you comments below.
 |
