Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Internet Marketing and SMEs

Internet Marketing and SMEs
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Author(s): Daniel John Doiron (University of New Brunswick Saint John, Canada)
Copyright: 2010
Pages: 23
Source title: E-Commerce Adoption and Small Business in the Global Marketplace: Tools for Optimization
Source Author(s)/Editor(s): Brychan Thomas (University of Glamorgan, UK) and Geoff Simmons (University of Ulster, Northern Ireland)
DOI: 10.4018/978-1-60566-998-4.ch007


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Small and medium enterprises (SMEs) have been adopting the internet at a feverish pace. Recent studies have shown that up to 85% of SMEs in industrialized countries have web sites, yet less than half are utilizing these web sites to securely transact with their customers. Consumer media consumption is moving away from traditional media, like newspapers, to the internet. These revelations coupled with the growth of tools and techniques available to support online marketing, make it a perfect time for SMEs to market their web sites and ultimately succeed online. In this chapter we will present and support the hypothesis that SMEs should stop investing in their web site’s design and functionality and start investing in efforts to market their web sites online, no matter how lousy their web site may be in comparison to today’s standards. With the support of two case studies, illustrating the successful utilization of internet marketing by two very different SMEs, we will relate how a SME can effectively market their web site online. We will also discuss the tools and techniques available to help an SME successfully begin a journey of internet marketing.

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