E market and sme strategy rashid

E-Marketing for SME strategy

Engr. Md. Abdur Rashid

Director (Admn & Finance)

[email protected]

Last Update: 24 Oct, 2014

10/24/2014 For SME Foundation 1

E-marketing Definition

• E-marketing means using digital technologies tohelp sell your goods or services.

• These technologies are a valuable complement totraditional marketing methods whatever the sizeof your company or your business model.

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10/24/2014 For SME Foundation

The benefits of e-marketingSpecific benefits of e-marketing include:• Global reach – a website can reach anyone in the world who has internet

access. This allows you to find new markets and compete globally for only asmall investment.

• Lower cost – a properly planned and effectively targeted e-marketingcampaign can reach the right customers at a much lower cost thantraditional marketing methods.

• Track able, measurable results – marketing by email or banner advertisingmakes it easier to establish how effective your campaign has been. You canobtain detailed information about customers’ responses to your advertising.

• 24-hour marketing – with a website your customers can find out about yourproducts even if your office is closed.

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The benefits of e-marketing

• Personalization – if your customer database is linked to your website, thenwhenever someone visits the site, you can greet them with targeted offers.The more they buy from you, the more you can refine your customer profileand market effectively to them.

• One-to-one marketing – e-marketing lets you reach people who want toknow about your products and services instantly. For example, many peopletake mobile phones and PDAs wherever they go. Combine this with thepersonalized aspect of e-marketing, and you can create very powerful,targeted campaigns.

• More interesting campaigns – e-marketing lets you create interactivecampaigns using music, graphics and videos. You could send your customersa game or a quiz – whatever you think will interest them.

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Bangladesh Teledensity, April, 2014

Communication Total

Mobile 115.627 million

Internet users 37172.05 thousand

PSTN Phone Subscriber 10,86,327

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Internet users in 2014

Ref : http://www.internetlivestats.com/internet-users/


http://www.internetlivestats.com/internet-users/

http://www.internetlivestats.com/internet-users/

World Internet Users Scenario

• In 1995, it was less than 1%.

• The number of internet users has increased tenfold from 1999 to 2013

• The first billion was reached in 2005

• The second billion in 2010

• The third billion will be reached by the end of 2014.


E-Marketing Tools

• Email marketing is directly marketing a commercial message to a group of peopleusing email. In its broadest sense, every email sent to a potential or current customercould be considered email marketing.

– It usually involves send ads, request business, or solicit sales or donations, and is meant tobuild loyalty, trust, or brand awareness.

• SEO Marketing Optimizing web content so that it ranks high on search engines andweb portals for certain keywords. SEO (Search engine optimization) also involves linkbuilding, smart website structuring and optimized content building.

• PPC Marketing Advertising and paying for every click that search engine sendtowards your website. Involves optimizing keywords, campaign structure, click-thru-rate (CTR), budget and conversions.

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E-Marketing Tools• Social Media Marketing - Reaching your target audience and socializing with them

online. Common techniques involve promoting business on Facebook, Twitter,forums, blogs and more.

• Affiliate Marketing - Promoting a product / service online for a commission.Involves finding good products to promote, building promotional content,promoting on search engines and more

• Keyword Research - Finding right keywords to inject in your content, ads &website structure to reach and influence target audience. Involves searchingniches, keyword generation, misspellings and more.

• Blog Marketing - Building brand, traffic and quality linkbacks via promoting oninfluential blogs. Involves guest blogging, commenting on popular blog-posts andsocializing with bloggers.

• Link Building - Building loads of links to your website for higher rankings andreferral traffic. An undervalued marketing styles that involves finding link partners,creating link baits and more.

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e-Marketing Strategy

• e-Marketing Planning 5 steps by Paula Polman's

Step 1 - Define Your Customer

Step 2 - Choose Your Targets

Step 3 – Budget

Step 4 - Creating Your Ad Content

Step 5 - Tracking & Monitoring Your Ads

Ref: ttp://sbinfocanada.about.com/od/onlinebusiness/a/netcampaignpp.htm

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http://sbinfocanada.about.com/od/onlinebusiness/a/netcampaignpp.htm

e-Marketing Planning 5 steps

Step 1 - Define Your Customer– Is my perfect customer male or female?– Does my perfect customer work out of the home or in the home?– What is the job profile of my perfect customer - an executive,

manager, worker, entrepreneur, stay-at-home parent, etc.– What is the net household income of my perfect customer?– What level of education does my perfect customer have?– Does my perfect customer have room in her spending budget for my

product/service on a one time, occasional or constant basis?– How do my perfect customers use my product/service - do they buy it

for themselves or as a gift?– Does my perfect customer spend a lot, some or minimal time on the

Internet?– Where does my perfect customer look for my product/service? Both

online and in physical locations?

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Step 2 - Choose Your Targets

where are you going to post your ads

Pay per click

Google ad-wards

E-book

etc

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create the budget for your online marketing plan when

Step 3 – Budget

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Step 4 - Creating Your Ad Content– use words that relate to the customer.

– Use You and Yours and never put the focus on Me, Mine, Our, My or We.

– Create several emotional key words associated with the product - fun, comforting, relaxing, stimulating, addictive - and use at least one of them in the ad.

– Action:Create a text ad for each item in your Internet marketing campaign, making sure to hit at least one to three prime keywords in the text. Text ads typically run 60 characters wide by 3, 5, 7 or 10 lines long.

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Step 5 - Tracking & Monitoring Your Ads

– There are advertising management services that help you to track ad performance, such as

• Google's DFP Small Business, a free service that is relatively easy to implement and gives powerful ad tracking management and support.

• Some venues, such as Facebook ads, provide their own reports.

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http://www.google.com/dfp/info/sb/

e-Payment systems in Bangladesh


Types of E Payment

• Cards– Credit cards, debit cards and prepaid cards currently

represent the most common form of electronic payments.

• Internet – use credit, debit and prepaid cards to make purchases online

– Paying DESCO Electric bill though internet

• Mobile Payments

• Financial Service Kiosks

Ref: http://www1.american.edu/initeb/sm4801a/epayment3.htm


Types of E Payment

• Biometric Payments (Infancy now)– Fingerprint, retina scan and voice can be in a plastic card

• Electronic Payments Networks– ACH (Automated Clearing House) in the US,

– ACH in Bangladesh Bank

• Person-to-Person (P2P) Payments– www.moneybookers.com

– www.paypal.com (PayPal in the US, which was recently purchased by Ebay)

Ref: http://www1.american.edu/initeb/sm4801a/epayment3.htm10/24/2014 For SME Foundation 18

http://www.moneybookers.com/

http://www.paypal.com/

Types of E-payment and Initiatives


e-Payment in Bangladesh

• Banknet:• Banknet is a communication backbone

connecting various centres of a country tofacilitate the transfer of inter-bank or inter-branch messages. Most of the centres of acountry are being brought on the network.The main objective of the Banknet is tospeedup the process of transfer of fundsfrom one bank to another bank and onebranch to another branch.

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• SWIFT:• The society for Worldwide Inter-bank Financial

Telecommunication (SWIFT) provides reliable, secured and expeditious telecommunication facilities for exchange of financial messages all over the world.

• It operates 24 hours on all days.

• The banks have to become the member of International Financial Messages Communication Network.

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• Electronic Fund Transfer (EFT):

– EFT system permits transfer of funds from any account at any branch of any member bank in any city to any other account at any branch of any member bank in any other city.

– This system utilizes the Service Branches of the member banks.

– It facilitates the transfer of funds from one place to another place within the country quickly and safely.

– Banks collect service charges from the customers.

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• Bkash

• Use of Debit Card/ Credit Card etc

• http://www.paybdt.com/

– Provide support of PAYPAL, ALERTPAY, VISA and MASTERCARD by service charge

– 1)Purchase anything from online for you. 2) Pay your ACCA or other international course fee. 3) Pay to Domain reseller account, buy server, webhosting etc.4) Recieve dollar from any site that you income at online (ex: oDesk, Marketbay etc.).5) Help to give any advertise to google, facebook etc..6) Support to online income .7) sell domain and hosting at affordable rate in Bangladesh.


http://www.paybdt.com/

http://www.paybdt.com/income.php

http://www.paybdt.com/support.php

E-payment system Challenges are:

Probable cyber crime

Money launderingPerception of peopleInitial high cost for accesConfidence and security of transactionLack of knowledge of skillsAttitude to a new product


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E market and sme strategy rashid