E market and sme strategy rashid

Last Update: 24 Oct, 2014
E-Marketing for SME strategy
Engr. Md. Abdur Rashid
Director (Admn & Finance)
arashid87118@gmail.com
10/24/2014 For SME Foundation 1

E-marketing Definition
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• E-marketing means using digital technologies to
help sell your goods or services.
• These technologies are a valuable complement to
traditional marketing methods whatever the size
of your company or your business model.
10/24/2014 For SME Foundation

The benefits of e-marketing
Specific 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 a
small investment.
• Lower cost – a properly planned and effectively targeted e-marketing
campaign can reach the right customers at a much lower cost than
traditional marketing methods.
• Track able, measurable results – marketing by email or banner advertising
makes it easier to establish how effective your campaign has been. You can
obtain detailed information about customers’ responses to your advertising.
• 24-hour marketing – with a website your customers can find out about your
products even if your office is closed.
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The benefits of e-marketing
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• Personalization – if your customer database is linked to your website, then
whenever someone visits the site, you can greet them with targeted offers.
The more they buy from you, the more you can refine your customer profile
and market effectively to them.
• One-to-one marketing – e-marketing lets you reach people who want to
know about your products and services instantly. For example, many people
take mobile phones and PDAs wherever they go. Combine this with the
personalized aspect of e-marketing, and you can create very powerful,
targeted campaigns.
• More interesting campaigns – e-marketing lets you create interactive
campaigns using music, graphics and videos. You could send your customers
a game or a quiz – whatever you think will interest them.

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/

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 people
using email. In its broadest sense, every email sent to a potential or current customer
could be considered email marketing.
– It usually involves send ads, request business, or solicit sales or donations, and is meant to
build loyalty, trust, or brand awareness.
• SEO Marketing Optimizing web content so that it ranks high on search engines and
web portals for certain keywords. SEO (Search engine optimization) also involves link
building, smart website structuring and optimized content building.
• PPC Marketing Advertising and paying for every click that search engine send
towards your website. Involves optimizing keywords, campaign structure, click-thru-rate
(CTR), budget and conversions.
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E-Marketing Tools
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• 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 searching
niches, keyword generation, misspellings and more.
• Blog Marketing - Building brand, traffic and quality linkbacks via promoting on
influential blogs. Involves guest blogging, commenting on popular blog-posts and
socializing with bloggers.
• Link Building - Building loads of links to your website for higher rankings and
referral traffic. An undervalued marketing styles that involves finding link partners,
creating link baits and more.

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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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
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– 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.

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:
10/24h/20t1t4p://www1.american.Feodr SuM/Ei Fnouitndeabtio/nsm4801a/epayment3.htm18

Types of E-payment and Initiatives

e-Payment in Bangladesh
• Banknet:
• Banknet is a communication backbone
connecting various centres of a country to
facilitate the transfer of inter-bank or inter-branch
messages. Most of the centres of a
country are being brought on the network.
The main objective of the Banknet is to
speedup the process of transfer of funds
from one bank to another bank and one
branch 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):
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– 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.

• 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.

E-payment system Challenges are:
Probable cyber crime
Money laundering
Perception of people
Initial high cost for acces
Confidence and security of transaction
Lack of knowledge of skills
Attitude to a new product

E market and sme strategy rashid

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