Out on the pull: how small firms are making themselves sexy with online promotion techniques

Harris, Lisa, Rae, Alan and Grewal, Simran (2008) Out on the pull: how small firms are making themselves sexy with online promotion techniques International Journal of Technology Marketing, 3, (2), pp. 153-168. (doi:10.1504/IJTMKT.2008.018862).


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We examine the range of online marketing options that are now available to small businesses and demonstrate how the sands are shifting from 'push' communications based on e-mail, to 'pull' technologies such as Really Simple Syndication (RSS), where customers choose precisely which promotional messages to receive and which to reject. We draw upon the early results of an ongoing research project investigating how the 'early adopter' small firms are using these new technologies. We discuss the problems faced by small businesses in promoting themselves on limited budgets and we consider how the so-called 'Web 2.0' technologies, such as RSS, social networks, video and blogs are transforming the online marketing landscape for the proactive firms in our study. We conclude that the 'early adopters' we profiled are starting to develop expertise and fluency in how these tools can be used, successfully promoting their businesses and generating competitive advantage by 'punching above their weight' online.

Item Type: Article
Digital Object Identifier (DOI): doi:10.1504/IJTMKT.2008.018862
ISSNs: 1741-878X (print)
Keywords: SMEs, web 2.0, online marketing, social networking, blogging, technology marketing, small and medium-sized enterprises, small firms, RSS feeds, video, early adopters, internet marketing, e-marketing
Subjects: H Social Sciences > HF Commerce
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
ePrint ID: 57953
Date :
Date Event
July 2008Published
Date Deposited: 11 Aug 2008
Last Modified: 16 Apr 2017 17:38
Further Information:Google Scholar
URI: http://eprints.soton.ac.uk/id/eprint/57953

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