Connecting Small and Medium Enterprises to the New Consumer

E-Marketing ◽  
2012 ◽  
pp. 439-459
Author(s):  
Efthymios Constantinides
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Small And Medium Enterprises ◽  
Low Cost ◽  
Online Marketing ◽  
Internet Applications ◽  
The Social ◽  
Develop Market ◽  
Medium Enterprises ◽  
New Consumer

This chapter explains the nature, effects and current standing of the new generation of Internet applications, commonly known as Social Media or Web 2.0, reviews their role as marketing instruments and identifies opportunities for SMEs for engaging them as part of their marketing strategy. The chapter defines and analyses the Social Media phenomenon, identifying the main approaches corporations follow in engaging Web 2.0-based applications in order to that support, complement or improve their traditional and online marketing activities. These approaches aim at using the social Internet as source of market intelligence, communicating with customers, efficiently develop-, market- and distribute products and also improve customer relations and retention. The chapter proposes a classification of the main Social Media -based applications and their roles as passive or active marketing instruments. Based on the experience of pioneering firms the chapter identifies the main conditions and options for SMEs willing to utilize the Web 2.0 as commercial tool in order to advance their marketing operations and connect to the new consumer in the virtual and physical marketplace. While field experience so far indicates that large corporations rather than SMEs are more likely to engage in Social Media marketing the low cost, potential and apparent popularity of Social Media among customers make the domain extremely attractive for SMEs.

Connecting Small and Medium Enterprises to the New Consumer

2010 ◽  
pp. 1-21 ◽  
Author(s):  
Efthymios Constantinides
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Small And Medium Enterprises ◽  
Low Cost ◽  
Online Marketing ◽  
Internet Applications ◽  
The Social ◽  
Develop Market ◽  
Medium Enterprises ◽  
New Consumer

This chapter explains the nature, effects and current standing of the new generation of Internet applications, commonly known as Social Media or Web 2.0, reviews their role as marketing instruments and identifies opportunities for SMEs for engaging them as part of their marketing strategy. The chapter defines and analyses the Social Media phenomenon, identifying the main approaches corporations follow in engaging Web 2.0-based applications in order to that support, complement or improve their traditional and online marketing activities. These approaches aim at using the social Internet as source of market intelligence, communicating with customers, efficiently develop-, market- and distribute products and also improve customer relations and retention. The chapter proposes a classification of the main Social Media -based applications and their roles as passive or active marketing instruments. Based on the experience of pioneering firms the chapter identifies the main conditions and options for SMEs willing to utilize the Web 2.0 as commercial tool in order to advance their marketing operations and connect to the new consumer in the virtual and physical marketplace. While field experience so far indicates that large corporations rather than SMEs are more likely to engage in Social Media marketing the low cost, potential and apparent popularity of Social Media among customers make the domain extremely attractive for SMEs.

The Evaluation of Social Media Practice in Malaysia by Small and Medium Enterprises

2020 ◽  
pp. 195-209
Author(s):  
Noraniza Binti Md Jani ◽  
Mohd Hafiz Bin Zakaria
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Peninsular Malaysia ◽  
Online Marketing ◽  
Body Of Knowledge ◽  
New Information ◽  
The Social ◽  
Use Of Social Media ◽  
Small Medium Enterprises ◽  
Medium Enterprises

The adoption of social media by large businesses has influenced small medium enterprises (SMEs) to be part of this phenomenon. Evaluating the results of the online efforts is a prerequisite to the success of social media adoption. As more branding activities move online, marketers are faced with the realisation that brands and businesses are not always relevant in all the social media facets. The study is aimed at solving the question of how SMEs in Malaysia are evaluating their online marketing efforts. The quantitative survey was deployed across six states in Peninsular Malaysia to get feedback from 125 active firms from different size, sector, year of establishment, and period of use of social media. The pattern of all these participants conducting the evaluation phase on the social media platform is descriptively examined from quantitative findings. It is used to formulate new information into literature and body of knowledge. Research implications in the practical and social form are also discussed.

scholarly journals Higher Education Marketing

2012 ◽  
Vol 2 (1) ◽  
pp. 41-58 ◽  
Author(s):  
Efthymios Constantinides ◽  
Marc C. Zinck Stagno
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Marketing Channels ◽  
Online Marketing ◽  
Customer Engagement ◽  
Higher Education Marketing ◽  
Internet Applications ◽  
University Marketing ◽  
The Social ◽  
Education Marketing

The importance of the Internet as commercial platform is by now universally recognized, and businesses increasingly adopt online marketing channels at the cost of traditional ones. The social media, being second generation (Web 2.0) internet applications, allow interaction, one-to-one communication, customer engagement, and user generated content. The interest of higher education institutions in social media as part of the marketing toolkit is increasing, but little is known about the potential of these channels in higher education marketing strategies. Even less is known about the role of social media as influencers of future students in the choice of study and university. This article presents the results of a study identifying the role and importance of social media on the choice of future students for a study and university in comparison with the traditional university marketing channels in the Netherlands. The study identifies and describes three market segments among future students based on their use of the social media.

scholarly journals Enhancing ICT Skills to Support Product Marketing for SMEs Aisyiyah Dau Malang District [Peningkatan Ketrampilan TIK Untuk Mendukung Pemasaran Produk Bagi Pelaku UKM Aisyiyah Kecamatan Dau Malang]

2019 ◽  
Vol 2 ◽  
pp. 242
Author(s):  
Tutik Sulistyowati ◽  
Nur Hayatin ◽  
Gita I. Marthasari ◽  
Hidayah B. Qur'ani
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Global Market ◽  
Online Marketing ◽  
Market Place ◽  
Information And Communication ◽  
Online Stores ◽  
Ict Training ◽  
Medium Enterprises ◽  
Women Entrepreneur

The insufficiency of understanding of ICT (Information and Communication Technology) among woman entrepreneur in Indonesia is a problem that needs to be resolved. Because Indonesia has the potential to develop business through e-commerce. At present, there are many small and medium enterprises, especially those spread in Malang Regency, dominated by women as business actors. However, they have difficulties in marketing products, especially online marketing. To overcome this problem, we proposed a training program to improve the understanding of ICT for women entrepreneur, especially who is a member of Aisyiyah Organization in Malang. This program will provide ICT training as well as mentoring. Output targets of this program are: 1) partners are able to manage online stores independently; and 2) partners can market their products online through web media, social media, and market place. The material to be provided includes: an introduction to the internet, creating e-mail, marketing through social media, marketing through the market place, and marketing through online web shops. Through the program, the knowledge and skills of women entrepreneur of Aisyiyah Malang can increase so that they can become capital to be more competitive, especially in entering the global market.

scholarly journals Social Media Marketing: Gateway to Success for Homepreneurs

2020 ◽  
Vol 9 (4S) ◽  
pp. 66-70
Keyword(s):  
Economic Growth ◽  
Social Media ◽  
Small Business ◽  
Small And Medium Enterprises ◽  
Online Marketing ◽  
Indian Government ◽  
Government Data ◽  
The Government ◽  
The Individual ◽  
Medium Enterprises

As stated by the International Labour Organization (ILO), unemployment rate in India was at 3.5% in 2018 and 18.9 million people were jobless. The government of India constantly motivates its citizens to become entrepreneurs and create employment opportunities for others by launching programs like start up India, mudra bank, fund of funds and many others. As per the Indian government data, Micro, Small and Medium Enterprises (MSME) contribute nearly 8 percent of the country's GDP which reflects they play a significant role in the country's GDP. Each year, thousands of determined entrepreneurs start new businesses however only handful of them survives and plenty of small business are gone by the end of four years of their establishment. The major reason behind business failures are lack of experience, insufficient capital and poor location. Entrepreneurship is so dynamic in nature that it gives plausible solution for all potential entrepreneurs out there. One of the solutions for budding entrepreneurs is becoming a homepreneur. Homepreneurs are business entrepreneurs operating from their home. They are managing their business operations from home. It is a splendid opportunity for those who want to start something new without investing huge capital and taking bigger risks. The question arises is how do they attract their target audience without investing larger amount and time to meet them. One of the answers to this question is social media. Social media are interactive websites and applications that are designed to allow people to share content quickly, effectively and real time. Social media channels and online marketplaces have made it simple for homepreneurs to reach new audience, deliver products and receive payments. Platforms like Face book, Instagram, Watsapp, YouTube, Twitter, Google Ad, Mobikwik and various other applications are useful for marketing. Almost every individual is connected on one of above mentioned platforms. Social media has changed the face of marketing and completely taken communication, advertising and online marketing to the next level. The researcher will use phenomenology as the method of research. This research paper will explain the concept of homepreneurs; will put a light on various social media platforms for homepreneurs; will talk about their advantages and highlight its working. It will also share many examples of homepreneurs actively participating on these platforms and achieving success. This will definitely help the group who want to start a small business to understand the framework of homepreneurship and functional for those who want to expand their business operation online. As said by late prime minister Atal Bihari Vajpayee “Empowering the individual means empowering the nation. And empowerment is best served through rapid economic growth with rapid social change”. Entrepreneurship is pivotal for individual empowerment, economic growth and sustainable development.

Higher Education Marketing

2013 ◽  
pp. 128-147 ◽  
Author(s):  
Efthymios Constantinides ◽  
Marc C. Zinck Stagno
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Marketing Channels ◽  
Online Marketing ◽  
Customer Engagement ◽  
Higher Education Marketing ◽  
Internet Applications ◽  
University Marketing ◽  
The Social ◽  
Education Marketing

The importance of the Internet as commercial platform is by now universally recognized, and businesses increasingly adopt online marketing channels at the cost of traditional ones. The social media, being second generation (Web 2.0) internet applications, allow interaction, one-to-one communication, customer engagement, and user generated content. The interest of higher education institutions in social media as part of the marketing toolkit is increasing, but little is known about the potential of these channels in higher education marketing strategies. Even less is known about the role of social media as influencers of future students in the choice of study and university. This article presents the results of a study identifying the role and importance of social media on the choice of future students for a study and university in comparison with the traditional university marketing channels in the Netherlands. The study identifies and describes three market segments among future students based on their use of the social media.

scholarly journals Pelatihan Pemasaran Digital untuk Meningkatkan Keterampilan Pelaku UMKM di Desa Srumbung Magelang

2021 ◽  
Vol 6 (4) ◽  
pp. 434-440
Author(s):  
Betari Maharani ◽  
Arinda Lovita Fendisty ◽  
Ulfa Luthfiana Masjidin ◽  
Dwi Ardiyan ◽  
Nita Dian Rizky ◽  
...  
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Small And Medium Enterprises ◽  
Management Training ◽  
Online Marketing ◽  
Digital Marketing ◽  
Knowledge And Skills ◽  
Limited Knowledge ◽  
Medium Enterprises ◽  
The Village

There are 26 Micro, Small, and Medium Enterprises (MSMEs) in Srumbung Village registered at the village office. However, not all MSMEs run well. Most of the MSMEs players have limited knowledge and skills in using information technology. Meanwhile, information technology for MSMEs players is critical, especially since the emergence of the Covid-19 and the implementation of the PSBB (Pembatasan Sosial Berskala Besar) policy. The existence of MSMEs will be hampered or slumped if they do not utilize technology in their business. Therefore, this society's dedication aims to improve the knowledge and skills of MSMEs players on utilizing Facebook and Instagram as online marketing tools. Society dedication was conducted from October 20, 2020, to November 5, 2020. The participants are 4 MSMEs, consist of Jenang & Krasikan, Keripik Pegagang, Sagon Kering dan Manisan Salak. The method used is education (socialization) about online marketing and operating and management training of Facebook and Instagram. This society's dedication is the increase of knowledge and skills of participants in operating and managing social media Facebook and Instagram as digital marketing media.

scholarly journals Exploring Social Media as a Strategy for Small and Medium Enterprises (SMEs) Performance: Evidence from Oyo State, Nigeria

2019 ◽  
pp. 1-8
Author(s):  
I. O. Ladokun
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Business Environment ◽  
Factors Influencing ◽  
The Social ◽  
Data Collection Instrument ◽  
Principal Factors ◽  
Use Of Social Media ◽  
Medium Enterprises ◽  
Social Media Strategy

This study explored the role of social media strategy in the performance of SMEs in Oyo state, Nigeria. Specifically the study identified the various types of SMEs using Social Media for marketing, examined the relationship between social medial strategy and SMEs performance, and determined the factors influencing adopting social medial strategy by SMEs in Nigeria. The population of this study was comprised one thousand four thousand and fifty eight (1,458) SMEs that registered with the SMEDAN, while one hundred and thirty two (132) was selected as a sample size for the study. The data collection instrument for the study was a structured questionnaire and personal interview. Data analysis was performed with the aid of descriptive and inferential statistics. The result showed that Facebook, Twitter and LinkedIn are the major social media employed by the SMEs to exploit competitive advantage. The result also revealed that build brand awareness, promote products and/or services, and collect customers feedback are the majors principal factors influencing adoption of the social media strategy by SMEs. In conclusion, the study confirmed that there a significant relationship between social medial strategy and SMEs performance. Subsequently, the study recommended that Small and Medium Enterprises Development Agency of Nigeria should sensitize the SMEs operators on how to make use of social media strategy and benefits accrued to its usage. Also, government should provide conducive business environment that will enable SMEs to thrive.

scholarly journals Promoting the Use of Social Commerce on SME in the Context of Logistics: UTAUT Model Examination

2018 ◽  
Vol 9 (2) ◽  
pp. 73-82
Author(s):  
Zakky Zamrudi ◽  
Teguh Wicaksono
Keyword(s):  
Social Media ◽  
Information Dissemination ◽  
Small And Medium Enterprises ◽  
Social Factor ◽  
Social Commerce ◽  
East Kalimantan ◽  
Performance Expectancies ◽  
The Social ◽  
Use Of Social Media ◽  
Medium Enterprises

Abstract Small and Medium Enterprises (SME‟s) was proven to increase the country economic condition due to its capability to retain the product and capital flow stay inside. SME‟s tend to be more creative than the large and traditional enterprises, though the profitability may vary across segment. The rise of technology has brought the customer to be more educated related to product due the ease of information dissemination. Web 2.0 was the basic of today’s social media communication in the context of logistics, enabling the society to directly interconnected one to another. Based on this reason, this study proposed an alternative to understand the SME’s owner in adopting the use of social media for business and logistics purposes including marketing, sales, product announcement, etc. This study involved 53 respondent around south east Kalimantan. The data was analyzed by using GSCA analysis due to its ability to explore the effect amongst variable while ensuring the consistencies. The results present that all exogenous variables show a positive and significant effect, though the only variable showing non-significant effect is the performance expectancies. The greatest effect is shown by the social factor on attitude towards the social commerce.

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