Small Business And IT


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Today most small businesses continue to ignore the fact that establishing an online presence is an important part of their business development. Websites are perhaps the most overlooked vehicle of advertising for local, owner-operated businesses. Every retailer needs one. Every dentist, lawyer, accountant and minister needs one. Every café, restaurant, coffee shop and nightclub needs one. Every wholesale supply company needs one.

Small Businesses should at the very least have a presence on the web so that customers, potential employees, business partners and even investors can quickly and easily find out more about the business and the products or services they have to offer.

This presentation explains the importance and impact of an online presence to an American Small Business. It presents the following:
Internet statistics and trends
The benefits of having an e-business
E-marketing options

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  • Info regarding automobile sales, to read magazines, to get stock quotes, read press releases, check out movie schedules, to find restaurants
  • Small Business And IT

    1. 1. SMALL BUSINESS AND IT The Importance And Impact Of An Online Presence
    2. 2. Overview <ul><li>Internet </li></ul><ul><ul><li>Statistics </li></ul></ul><ul><ul><li>Trends </li></ul></ul><ul><li>E-Business Benefits </li></ul><ul><li>E-Marketing </li></ul>
    3. 3. Online Presence <ul><li>Setting up a website for your business for any of the following reasons: </li></ul><ul><ul><li>Promoting the company to a wider audience </li></ul></ul><ul><ul><li>Offering support/advice </li></ul></ul><ul><ul><li>Selling products and/or services through E-commerce </li></ul></ul>
    4. 4. Internet Statistics <ul><li>According to the Internet World Stats there are 1,668,870,408 Internet users worldwide! </li></ul>362% growth millions of people
    5. 5. Internet Statistics <ul><li>There are over 250 million internet users in North America </li></ul><ul><ul><li>73.9% of population </li></ul></ul><ul><ul><li>133% growth over the last 10 years </li></ul></ul><ul><ul><li>People are “plugged in” so e-commerce is a real opportunity </li></ul></ul>
    6. 6. Internet Statistics <ul><li>Number of websites in the world: 226 million! </li></ul><ul><ul><li>Include the number of web pages and the list goes into the billions </li></ul></ul>exponential growth!
    7. 7. Internet – Trends <ul><li>What do these users do on the internet? </li></ul>Source: Stanford Institute for the Quantitative Study of Society (SIQSS) Internet Survey Study
    8. 8. Internet – Trends <ul><li>The Internet is the number ONE information search utility today </li></ul>+88% +111% +26%
    9. 9. Internet – Trends <ul><li>In addition to consumers, the internet is the most important source of information for investors and financial advisors </li></ul><ul><ul><li>65% and 68% of investors and financial advisors, respectively, consider the internet to be their primary source of information for investing </li></ul></ul><ul><ul><li>47% of investors spend over 20 hours/week on the internet </li></ul></ul><ul><ul><li>39% of financial advisors spend over 20 hours/week on the internet </li></ul></ul><ul><ul><li>Source: online survey </li></ul></ul>
    10. 10. Internet – Trends <ul><li>In 2008, 7% of total retail sales in the U.S. were online sales </li></ul><ul><li>Overall online sales expected to increase by 200% between 2008 and 2012 </li></ul><ul><li>Three main reasons consumers shop online today: </li></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>Choice </li></ul></ul><ul><ul><li>Value </li></ul></ul><ul><li>Source: Nielson Wire </li></ul>
    11. 11. A No-Brainer! <ul><li>It is clear that the virtual world is a huge part of peoples lives and it will only become bigger in the future </li></ul><ul><li>An online presence is imperative! </li></ul>
    12. 12. E-Business <ul><li>Easier to launch </li></ul><ul><ul><li>Barriers tend to be less than traditional brick-and-mortar business </li></ul></ul><ul><li>The Internet is a more level playing field </li></ul><ul><ul><li>Smaller companies don’t need to spend a fortune on advertising to get exposure </li></ul></ul><ul><ul><li>Consumers have more control online – good for smaller brands </li></ul></ul><ul><ul><li>Faster, broader marketplace for all brands </li></ul></ul><ul><li>Globally available, 24/7 marketing tool </li></ul>
    13. 13. E-Business Benefits
    14. 14. E-Business Benefits
    15. 15. E-Business Benefits <ul><li>Increased Sales </li></ul><ul><ul><li>Expand the geographic presence of a company </li></ul></ul><ul><ul><li>Effective way of reaching new and existing customers </li></ul></ul>
    16. 16. E-Business Benefits
    17. 17. E-Business Benefits <ul><li>Customer Retention </li></ul><ul><ul><li>24/7 service </li></ul></ul><ul><ul><li>Convenient outlet for customer contact and support </li></ul></ul><ul><ul><ul><li>Exchange files or specs </li></ul></ul></ul><ul><ul><ul><li>Communicate information about updates, new products, other news </li></ul></ul></ul><ul><ul><ul><li>Check status of jobs via the Internet </li></ul></ul></ul><ul><ul><li>Helps increase brand loyalty </li></ul></ul>
    18. 18. E-Business Benefits
    19. 19. E-Business Benefits <ul><li>Reduced Running Costs </li></ul><ul><ul><li>Reduced staffing costs </li></ul></ul><ul><ul><li>Offices can be smaller </li></ul></ul><ul><ul><li>Display a wider range of products online </li></ul></ul><ul><ul><li>Cash flow easier – automatically link e-payments to bank account </li></ul></ul><ul><ul><li>Product updates online – better than sending snail mail </li></ul></ul><ul><ul><li>Save expenses on brochures, etc. </li></ul></ul>
    20. 20. E-Business Benefits
    21. 21. E-Business Benefits <ul><li>Increase Productivity and Streamline Automation </li></ul><ul><ul><li>Track supply chain and work flows online </li></ul></ul><ul><ul><li>Order equipment online </li></ul></ul><ul><ul><li>Manage internal systems of company online </li></ul></ul>
    22. 22. E-Business Benefits
    23. 23. E-Marketing <ul><li>Application of marketing techniques via electronic media </li></ul><ul><ul><li>Uses a range of technologies to help connect businesses to their customers </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Global reach (without spending too much) </li></ul></ul><ul><ul><li>Scope (range of technologies provides different ways to reach customers) </li></ul></ul><ul><ul><li>Interactivity (makes companies more dynamic and adaptive) </li></ul></ul><ul><ul><li>Immediate Impact (closing the gap between providing information and eliciting a consumer reaction) </li></ul></ul>
    24. 24. E-Marketing
    25. 25. E-Marketing
    26. 26. E-Marketing <ul><li>Search Engine Marketing </li></ul><ul><li>Search engines drive a huge proportion of all web traffic </li></ul><ul><li>By using the right keyword strategy, get targeted traffic </li></ul>
    27. 27. E-Marketing
    28. 28. E-Marketing <ul><li>Pay Per Click </li></ul><ul><li>Buy sponsored adverts on Search Engine Results Pages (SERP) </li></ul><ul><li>Pay purely on a performance basis – i.e. when the ad is clicked on </li></ul><ul><li>Ad positioning is based on a bidding system </li></ul><ul><li>Keyword strategy is imperative to ensure the clicks you pay for are as targeted as possible </li></ul>
    29. 29. E-Marketing
    30. 30. E-Marketing <ul><li>Search Engine Optimization </li></ul><ul><li>Optimizing websites to achieve high rankings on search engines for certain select key phrases </li></ul><ul><li>Don’t pay for any traffic that arrives from SERPs </li></ul><ul><li>Continuous process of maintenance and improvement </li></ul>
    31. 31. E-Marketing
    32. 32. E-Marketing <ul><li>Online Advertising </li></ul><ul><li>Websites, e-mail newsletters, other publications </li></ul><ul><li>Generally paid for on a Cost Per Acquisition (CPA) basis </li></ul>
    33. 33. E-Marketing
    34. 34. E-Marketing <ul><li>Affiliate Marketing </li></ul><ul><li>Use affiliate partner websites to display your adverts </li></ul><ul><li>Pay on a Cost Per Acquisition (CPA) basis </li></ul>
    35. 35. E-Marketing
    36. 36. E-Marketing <ul><li>Viral Marketing </li></ul><ul><li>Word of mouth in an electronic context </li></ul><ul><li>People pass on and share things that provide value, especially when the cost of doing so is low </li></ul><ul><li>Creativity is key: funny video clips, interactive flash games, competitions, images, text </li></ul>
    37. 37. E-Marketing
    38. 38. E-Marketing <ul><li>Online Reputation Management (ORM) </li></ul><ul><li>Consumer Generated Content (CGC) </li></ul><ul><li>Monitoring, responding, engaging </li></ul><ul><li>Social Media – Facebook, LinkedIn, MySpace, Twitter </li></ul><ul><ul><li>Fact: if Facebook were a country, it would be the world’s 4 th largest! </li></ul></ul><ul><li>78% of consumers trust peer recommendations – only 14% trust advertisements! </li></ul>
    39. 39. E-Marketing
    40. 40. E-Marketing <ul><li>Web PR </li></ul><ul><li>Online press releases </li></ul><ul><li>Distribute articles </li></ul>
    41. 41. E-Marketing
    42. 42. E-Marketing <ul><li>E-mail Marketing </li></ul><ul><li>Direct Marketing via the electronic medium </li></ul><ul><li>Highly targeted, customizable, measurable </li></ul><ul><li>Build virtual relationships with customers </li></ul><ul><ul><li>helps customer retention </li></ul></ul>
    43. 43. Online Presence <ul><li>Looking at all the facts and trends about the electronic world and consumer behavior, there is no doubt that small business owners need to have a web presence </li></ul><ul><ul><li>To be competitive </li></ul></ul><ul><ul><li>To gain new customers </li></ul></ul><ul><ul><li>To keep existing business </li></ul></ul>