Topic: Introduction to Digital or e-Marketing
for Small Business
Small business owners and/or managers understand the concepts, resources and actions for a digital or e-marketing strategy.
Subject Matter Expert and/or Target Market:
Have the SME covered personally, however I would potentially approach a local business chamber of commerce looking to support local businesses in their marketing and sales. It could also target a specific sector, like has already been done below, i.e. travel and tourism, or international education sector.
Worked in education and training small business related to study abroad in Australia developing a digital marketing strategy covering Central Europe, Turkey, UK and Australia; conventional marketing was too expensive, not transparent and ineffective.
Self-taught using available online resources, became familiar with many techniques and actions, with formalisation of learning through recent MBA course subject ‘e-Marketing’.
In my professional experience, in addition to state university and vocation school marketing managers, many small private colleges precluded any effective digital marketing strategy in favour of expensive conventional advertising and promotion via travel to one off events for international student recruitment; not financially viable in new markets nor medium term market development.
Generally Australia has low very digital literacy amongst managers and owners, including small business, due to legacy industries preferring existing processes, sub-optimal education curricula, demand for immediate simple solutions and lack of innovation.
However, the travel and tourism industry, with state agency support, have had access for over 10 years to an e-Marketing kit, designed for small travel operators to leverage their marketing and sales digitally, both locally in Australia and internationally with global network; it’s been quite successful as world’s best practice.
The advantage is that small businesses with good digital strategy can increase their target market, analyse well, work with their and gain insight into their own customer base and have more significant profile than physically larger organisations.
Content Delivery &/or Presentation:
Can be introduced, presented, learnt and assessed via basic understandable steps, requiring participants to bridge differences between conventional marketing or sales, with digital.
The design would include:
- What is marketing? How do your customers find you? What do they say about you?
- Website appearance, design and management and content management systems (CMS)
- Social Media how does it work? Which blog and social media?
- SEO/SEM How to reach new audiences and markets?
- How to evaluate any strategy or system?
Teaching and learning resources would include examples of good (and bad) practice via following or analysing a business from its website (social media, blogs, customer feedback etc.), feedback from participants relating to their own business examples.
This should be leading to them being able to assess needs, develop strategy, implement and evaluate, continually.
Outcomes are assessed by learner input, producing a strategy or approach, resources and media e.g. how to create a Facebook page, open a Twitter account, find useful resources etc.; using own PC, laptop, tablet or mobile.
After this overview, e.g. even presenting to actual target audience, could lead to being commissioned for more of the same, and higher-level training courses.