The internet as an effective marketing tool for small businesses

Bc. Thandiwe Ntuli

Master's thesis

Abstract:

The internet has changed the way businesses do marketing. Where marketing was once limited to a particular location, the internet with its potential as a marketing tool has widened the targeted customer base and removed geographical boundaries. In today’s economy, it is difficult for a company to succeed without using the internet. Most of the world’s economy is reliant on the internet, for communication, travel bookings, internet banking and even buying clothes. The internet is one of the mediums that companies/businesses use to promote and market their products and services. All these activities are driven and utilize the internet. Thus, the use of Internet strategies is vital for the company’s economic success. The purpose of the study was to investigate the marketing opportunities that the internet can offer the case company – Tenacious Soul, the fashion brand. The company already has an online presence, but is it effective? The study compared different internet marketing strategies and recommend strategies that are relevant and effective to the growth of the case company. A qualitative research methodology is used for this study. The study made use of primary and secondary data collection methods. Secondary data was collected from different sources, including, case company’s (website, Facebook page and twitter page) – existing online strategy. It was necessary to review them in order to understand the current situation that will be improved. Other sources included books and academic journals which were reviewed as part of the literature review. The primary data was collected through interviews with the founder(s) of the case company. Finally a proposal was given to the case company about the best internet marketing strategies.

Abstract:

The internet has changed the way businesses do marketing. Where marketing was once limited to a particular location, the internet with its potential as a marketing tool has widened the targeted customer base and removed geographical boundaries. In today’s economy, it is difficult for a company to succeed without using the internet. Most of the world’s economy is reliant on the internet, for communication, travel bookings, internet banking and even buying clothes. The internet is one of the mediums that companies/businesses use to promote and market their products and services. All these activities are driven and utilize the internet. Thus, the use of Internet strategies is vital for the company’s economic success. The purpose of the study was to investigate the marketing opportunities that the internet can offer the case company – Tenacious Soul, the fashion brand. The company already has an online presence, but is it effective? The study compared different internet marketing strategies and recommend strategies that are relevant and effective to the growth of the case company. A qualitative research methodology is used for this study. The study made use of primary and secondary data collection methods. Secondary data was collected from different sources, including, case company’s (website, Facebook page and twitter page) – existing online strategy. It was necessary to review them in order to understand the current situation that will be improved. Other sources included books and academic journals which were reviewed as part of the literature review. The primary data was collected through interviews with the founder(s) of the case company. Finally a proposal was given to the case company about the best internet marketing strategies.

Keywords

nternet, Marketing, Internet Marketing, Internet Marketing Strategies

Language used: English

Date on which the thesis was submitted / produced: 26. 5. 2014

Thesis defence

• Date of defence: 12. 2. 2015
• Supervisor: Ing. Leonard Walletzký, Ph.D.
• Reader: Ph.D. Matteo Olivieri

Masaryk University

Faculty of Informatics

Master programme / field:
Applied Informatics / Service Science, Management and Engineering (eng.)