The Effectiveness of Internet Marketing for SMEs

By

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

The purpose of this research was to determine the effectiveness of internet marketing for SMEs. The study determines the perspectives of SMEs management for SMEs profitability as a major role in boosting economy of the world over years. The objectives of the study is to understand the effectiveness of internet marketing for SMEs and to determine how internet as a tool can help in addressing various issues, which affect SMEs in a positive way. Six case studies were analyzed for investigation which determined how SMES are facing the strong competition from other SMEs running in China. Internet increased the value of marketing communication, which required a firm to understand its market segment thoroughly. It is recommended that marketing managers should understand the needs, wants and demands of the target market. There is a need to develop proper strategies and implement them for better promotion and marketing.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

1.1 Background of the study1

1.1.1 Overview of the internet and SMEs2

1.2 Significance of the study3

1.3 Research Question3

1.4 Statement of the Problem3

1.5 Aims and objectives of the study4

CHAPTER 2: LITERATURE REVIEW5

2.1 Importance of internet in business5

2.2 Internet marketing7

2.3 Effectiveness of internet marketing8

2.4 Internet marketing for SMEs9

2.5 Effective strategies used by internet marketing10

2.6 Forms of internet marketing12

2.6.1 E-Commerce12

2.6.2 E-business14

2.6.3 Website marketing16

2.7 Benefits of internet marketing for SMEs17

CHAPTER 3: METHODOLOGY19

3.2 Research Philosophy20

3.3 Research Strategy20

3.3.1 Interviews20

3.3.2 Sampling21

3.3.3 Interview Analysis21

3.4 Research Methods22

3.4.1 Qualitative Research22

3.5 Ethical concerns22

3.7 Research Plan23

CHAPTER 4: FINDINGS26

4.1 Interview Analysis26

4.2 Case Study Analysis28

4.3 Discussion30

CHAPTER 5: CONCLUSION34

5.1 Conclusion34

5.2 Recommendations36

5.3 Future Studies38

REFERENCES40

APPENDICES46

Interview Questions46

Case Studies47

Interview Script50

Plain Language Statement55

Participant Consent Form56

CHAPTER 1: INTRODUCTION

1.1 Background of the study

Over the years, SMEs, considered as a businesses with low turnover and profitability, have played a major role in boosting the economy of the world. Marketing managers consider internet as an effective marketing tool and an attractive market place which help in enhancing relationship of a buyers and sellers online. Internet is considered as the effective medium which helps in communicating information between goods and services to the target audience. Numerous studies have been done in this regard which help marketers to identify the new approaches used in developing strategies for internet marketing and planning. Expansion and involvement of internet from a limited use to non commercial research oriented network by developing websites and HyperText Markup Language (HTML) have a drastic impact on consumers and business. The users online have doubled from the four years after the birth of www, and it has led to many technological innovations. This potential for the internet has helped in the SMEs in ...