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

Out on the pull: how small firms are making themselves sexy with online promotion techniques
Out on the pull: how small firms are making themselves sexy with online promotion techniques
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.
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
1741-878X
153-168
Harris, Lisa
cf587c06-2cf7-49e6-aef8-c9452cbff529
Rae, Alan
9ca4c1fb-c712-4d39-a1cc-72a58ef34738
Grewal, Simran
950de342-1fb0-4621-9f76-bd4cf019d974
Harris, Lisa
cf587c06-2cf7-49e6-aef8-c9452cbff529
Rae, Alan
9ca4c1fb-c712-4d39-a1cc-72a58ef34738
Grewal, Simran
950de342-1fb0-4621-9f76-bd4cf019d974

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).

Record type: Article

Abstract

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.

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Published date: July 2008
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

Identifiers

Local EPrints ID: 57953
URI: http://eprints.soton.ac.uk/id/eprint/57953
ISSN: 1741-878X
PURE UUID: e287f8b4-4c7f-4b30-aa89-ba0023bd2ce4

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Date deposited: 11 Aug 2008
Last modified: 17 Jul 2017 14:28

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Contributors

Author: Lisa Harris
Author: Alan Rae
Author: Simran Grewal

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