Department of Computer and Information Science Minor Thesis Presentation E-marketing: The Utilization of E-marketing in small business Enterprises Name: Owen Ebenezer Rajarathnam ID : Supervisor : Jing Gao

Contents Background information Research Questions Research Methodology Interpreted Case Study Outcome Conclusion References

Background Information E-marketing: combination of internet and communication E-business: Interactive digital technology E-commerce: Online transaction (El-Gohary, H., M. Trueman, et al. 2008) Level of E-marketing Information level Transaction level Relationship level (Sparkes, A. and B. Thomas 2001) Issues faced in E-marketing Finance Human resource Technical Skills logistics

Research Question: How small business enterprises uses E-marketing to enhance their performance Sub Questions: The methods used by small business enterprises in e-marketing What are the factors influencing the adoption of e-marketing in Small business enterprises The ways in which e-marketing has been utilized by a small business enterprise to expand their business How effective the e-marketing for a small business enterprises The awareness of e-marketing among employees in small business enterprises

Research Methodology: Interpretive Case Study: Way to interpret data Analyse data from individual Qualitative Data Method: collect data through case study questionaries Identifying 4 small business enterprises for interview which has e- marketing facility Comparing data's of the small business enterprises Expected outcome : Current strategy How e-marketing utilized in SBE’s Future Strategy Usage of Resource Technical skills

Interpreted Case Study 1.Pentamine Technologies Information Technology Industry Information level in E-Marketing 2.Eviska Infotech Security and surveillence systems Information level 3.Fusion Clothing Online Garment industry Information and Transaction level 4.Pixel Avatar Graphic and design solutions Information, Transaction and Relationship level

Pentamine Technologies Methods General marketing (occasional SMS and mail campaigns) Still planning to employ E-marketing Factors influencing R&D solution (Online service provider) E-Marketing is evolving Lots of potential Effectiveness: Depends on E-marketing tool Not much of effect on the business until now Infrastructure Basic technology (Not enough knowledge) Looking for consultant Challenges: Indentify the right E-Marketing Strategy Resource Allocating more budget to E-marketing in future

Eviska Infotech Methods Haven't Considered still in discussion Marketing through presentation to prospective clients Factors influencing New Method but still in learning Lots of potential Effectiveness: Increase in internet traffic by 20% Planning to adapt E-marketing Infrastructure Through the Website Consultant Provide support infrastructure Website to start Challenges: New to E-Marketing( implementation without proper analysis not feasible) Depend on the consultancy Resource If understood the concept will allocate 80% of marketing budget

Fusion Clothing Methods Still analysing which method will work Affiliate marketing, Product Marketing, Social media Factors influencing Online shopping site Lots of potential through e-marketing Effectiveness: Response is good Haven't utilized to the fullest Infrastructure contract with a website development company( provide infrastructure support) Website with E-commerce Challenges: To identify the right way to market in E-marketing Too much Development( information overload) Resource online shopping site entire resource is allocated

Pixel Avatar Methods Search engine Optimization Social media marketing, Search engine marketing User involvement Factors influencing New Platform Ideally suits Industry ( Graphic and design solution) Effectiveness: Generated 70% of the leads through Internet promotion Haven't utilized to the fullest Infrastructure Own set of team maintain the website Consult parent company Challenges: Rely on parent company for consultancy finding right mix to get result Resource Entire marketing budget spent this year

Outcome Current Strategy Website Current Status is beginner level Don’t have idea which strategy helps Depend on consultancy No standard procedure for marketing Utilization Depend on product they marketing Still reluctant to utilize E-marketing Future Strategy There is no specific strategy Rely on consultancy for further step Resource Reluctant to use more resource (Eviska & Pentamine) Allocating more resource ( Fusion clothing & Pixel avatar) Technical skill Website consultant (support and infrastructure)

Conclusion E-marketing is evolving Still in learning New platform understanding the right strategy Depend on consultancy for further step No idea about further strategy E-marketing depends on the product marketing Reluctant in Resource allocation Need a set of procedure to for E-Marketing( still a open business) E-Marketing enhance performance Still in the beginning stage Time to understand the concept Slight increase in performance but yet to achieve It can increase the performance if handled carefully

Reference: El-Gohary, H., M. Trueman, et al. (2008). "E-Marketing and Small Business Enterprises: A Review of the Methodologies.“ Journal of Business and Public Policy 2(2). Gilmore, A., D. Gallagher, et al. (2007). "E-marketing and SMEs: operational lessons for the future.“ European Business Review 19(3): Gilmore, A., D. Carson, et al. (2001). "SME marketing in practice." Planning 6: 11. Sparkes, A. and B. Thomas (2001). "The use of the Internet as a critical success factor for the marketing of Welsh agri-food SMEs in the twenty-first century.“ British Food Journal 103(4/5): McCole, P., & Ramsey, E. (2004), Internet-enabled technology in knowledge-intensive business services: A comparison of Northern Ireland, the Republic of Ireland and New Zealand.