Enabling a SmallMedium Enterprise to Succeed Online

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Enabling a Small/Medium Enterprise to Succeed
Online

• Sandeep Krishnamurthy
• sandeep_at_u.washington.edu
• http//faculty.washington.edu/sandeep

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The Situation

• An entrepreneur owns a small or medium
  enterprise.
• The company produces an interesting product or
  provides a novel service.
• The problem How do we use the Internet to sell
  the product or service?

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EMARKPLAN

• General methodology to plan, analyze and enact
  E-Marketing activities.
• Methodology can be used by anyone who wants to
  use the Internet to access customers.

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EMARKPLAN COMPONENTS

• Goals- What do we wish to achieve through
  E-Marketing?
• Resources- What resources can we expect to
  support our actions?
• Actors- Who are the marketing actors in the
  E-Marketing process?
• Spaces- Where will our E-Marketing take place
  online?
• Actions- What specific E-Marketing actions should
  we take?
• Outcomes- What outcomes should we expect from our
  E-Marketing activities?

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How is Competing on the Internet different?

• Highly fragmented.
• More than eight billion web pages.
• Winner-take-all market
• A few winners get a lot of traffic. Most sites
  get low traffic.

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Goals

• A short-term goal may be stated in this way- our
  goal is to attract 100,000 visitors to the page
  in one week.
• A long-term goal may be described in this way-
  our goal in the next 1 year is to get 3,000,000
  visits and 50,000 downloads of application forms
  for new accounts.

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Typical Goals

• Traffic to a web site.
• How many hits, unique visitors?
• Product purchase.
• How many visitors buy the product?
• Brand excitement.
• How many visitors write about the product and
  tell others?
• Repeat visits.
• How many visitors come back to buy more?

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Resources

• Existing resources
• Web site
• Staff
• New resources
• Do you have a marketing budget to attract more
  customers to your site?
• Do you have a technology budget to build a better
  web site and other digital services?

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Actors

• Orientation towards the company
• Friendly, agnostic or hostile
• Impact on company
• Primary actors take actions that directly impact
  the company.
• Secondary actors take an action that has an
  indirect impact on the company in that it
  influences the general environment in which the
  company operates.

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Actor Map
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Important Decision

• Should you create your own web site or go through
  a platform?
• Own web site
• Hard to build awareness and traffic.
• Risky investment.
• Platform
• Not a sure bet.
• Must share revenue with platform.

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Spaces

• Theaters of engagement.
• Types
• Advertising, content, community and promotional
  spaces.
• Role of e-marketers
• Direct, Indirect, Reflective

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Advertising Spaces

• Media Web Sites (e.g. nytimes.com, espn.go.com).
• Consumer Web Sites, including blogs.
• Affiliate Web Sites, Search Engines/Portals.
• Consumer E-mail InBox
• Text ads (e.g. gmail.google.com)
• permission e-mail

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Content Spaces

• Own web site
• Platform web site
• Blog

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Community Spaces

• Destination Community
• Hosted Community

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Promotional Spaces

• Brand sites (e.g. www.tide.com)
• Deal aggregators (e.g. www.findsavings.com)
• Product comparison sites
• e.g. www.froogle.com, www.mysimon.com .

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Actions

• Communication actions
• Analytics
• Customer relationship management

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Communication Actions

• Advertising
• Text ad, immersive advertising, banner ad, pop-up
  ad, pop-under ad, advergame.
• Direct message dissemination
• Permission-based e-mail, e-mail newsletter, viral
  e-mail.
• Content creation and management
• Frequently asked questions (FAQs), product
  information, downloadables.

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Simple Traffic Analysis (Yahoo.co.jp)
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B-COP Methodology (Googles Competitive Overview)
Relative Page View
Relative Rank
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Googles Competitive Landscape
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Outcomes

• Those involving no personal information capture.
• Those that require capturing personal
  information.
• Registration, Shopping Cart

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Case Study-1

• Situation A small enterprise in Asia decides to
  market a product to American companies.
• Goal To create product acceptance among ten
  Fortune 500 companies in one year.
• Resources Web site, Marketing Staff.
• Actors Marketing staff, Web design staff.
• Actions Communication (professional web site
  including Flash demos), Analytics (traffic and
  competition analysis) and CRM (direct customer
  contact).
• Outcomes Product adoption at five companies.

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Case Study-2

• Situation A small enterprise in Asia decides to
  market a software product.
• Goal To create product acceptance among
  high-tech users.
• Resources Web site, Staff.
• Actors Marketing staff, Web design staff,
  bloggers.
• Actions Communication (interesting web site,
  blogs), Analytics (traffic and competition
  analysis) and CRM (direct customer contact).
• Outcomes Product excitement, traffic.

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Sandeep Krishnamurthy University of
Washington sandeep_at_u.washington.edu
http//faculty.washington.edu/sandeep