subject: E-marketing To Boost Smes [print this page] In the present-day scenario, marketing plays a pivotal role for any company to carve a niche for itself. Most firms now prefer to promote their products and services through the medium of e-marketing, which is also referred to as Internet or online marketing. Experts believe that in order to target the global audience, Indian SMEs too must resort to e-marketing.
Benefits
Marketing involves huge costs. Since most SMEs face considerable liquidity crunch, resorting to e-marketing will not only prove to be a cost-effective option, but also assist in reaching a wide range of audience, says Puneet Sahni, managing director of Sahni Sports, a mid-sized manufacturer of sports goods in Meerut, Uttar Pradesh. Apart from it, e-marketing also helps SMEs to answer queries of consumers regarding their products and services almost immediately, which is not possible in case of traditional advertising.
Another major benefit of e-marketing is that consumers can purchase products at any hour of the day, thereby helping SMEs to carry out business transactions round the clock. SMEs can conduct business activities either on their own websites or any other auction site via e-marketing, says Thomas Chandy, proprietor of Vinaa Die Cutting, a mid-sized manufacturer of leather bags in Chennai.
Flipsides
However, there are certain glitches in e-marketing. Inability of consumers to view the products physically is a major bottleneck in e-marketing. Besides, consumers are also required to gain knowledge about the use of technologies in e-marketing, unlike conventional marketing. However, considering the vast reach of e-marketing as a medium, SMEs should incorporate the same as a part of their business strategy, in order to make their marketing campaigns effective.
by: David Parks
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