E-Marketing communications: a case study

Abstract

This research was undertaken in order to investigate e-marketing communications methods adopted by an Irish SME (Small Medium Enterprise). The investigation was based on a case study of Storm PM Ltd. The aim of the research was to examine the level of adoption and implementation of e-marketing communication. Consideration was give to e-marketing communication tools adopted by the company and the impact of e-marketing on their overall communication strategy. The research began with a review of the literature on the subject area using books, journals and the Internet. The research method used was the case study method. Within the case study multiple sources of evidence were used, namely: observation, depth interviews and customer surveys. The results of the study indicated that the adoption of e-marketing by Storm PM was driven mainly by reactive forces and only partially be proactive forces. The company does not have a formal strategic approach to e-marketing and therefore have no clear objectives or strategic plan for the current or future development of their e-marketing activities. Despite a number of e-marketing communication tools being adopted to varying levels of sophistication and implemented with different degrees of success, it appears that Storm PM does not have a full understanding or is fully aware of its scope and potential. Further development of current e-marketing activities is hindered by challenges such as time and human resource constraints as well as a lack of skills and knowledge. As a result, traditional marketing methods still form the majority of any marketing campaign. Despite this, the enthusiasm and drive exists within Storm PM to make e-marketing a significant part of their communication strategy in the future. Companies need to weigh up the value of investing time and resources to go beyond the generalist approach of merely having a company website. While businesses will have the principal responsibility for developing and investing in their e-marketing strategies, the appropriate support from government is also necessary to encourage innovation and investment.