Realizing the Power of E-Marketing


e-Newsletter

Rami AdwanDeputy CEO, Taamer Jordan
In Qatar, business continues to boom even as many economies around the world are struggling. The growth in Qatar creates tremendous opportunities for businesses here to expand their client base and reach new audiences. But are businesses doing all that they can do to capitalize on this opportunity? For many, the answer is no.

In today's digital age, effective online marketing is essential to the development and growth of a business, especially a business hoping to grow internationally. For many small and medium sized businesses in Qatar, e-marketing is a new and often intimidating concept. Rami Adwan, the Deputy CEO of Tameer Jordan recently spoke to more than 100 small and medium enterprise (SMEs) leaders in Qatar at ictQATAR's Business Connect seminar, on January 25, 2009, addressing the importance of e-marketing for SME's and practical ways companies can begin to improve their online presence.

"In today's global marketplace, the ability to effectively integrate information and communication technologies into a business plan is essential to being competitive. Businesses must be able to market their services over the internet to reach their potential customers in the region and around the world. Using the internet is not as challenging as it may seem and the return on investment is tremendous" said Adwan.

An experienced manager and consultant with 15 years of work in the field of information technology and real estate, Rami Adwan, Deputy CEO, Taamer Jordan, encouraged businesses not be nervous about going online and to take small steps at first. "Businesses can't expect to be incredibly successful at online marketing right away. They should develop a plan and set specific, realistic goals that can be attained over time," he said. Focusing on first developing an effective, informative website that gives the basics about your company is a good start according to Adwan. Once the basics are in place, some more advanced forms of e-marketing could be considered.

In what he called the 'road map for implementing e-marketing', Adwan outlined four key steps, starting with prior preparation, which includes careful selection of the marketing team. Attainable, specific and measurable goals and objectives need to be outlined in this stage, with gradual, steady progress, starting with creating and building brand awareness and interest. The procurement of technology comes in the second phase. Adwan stressed the indispensible role of ICT in presenting and enhancing e-services and customer service quality. Though such ICT platform may seem challenging and sophisticated, Adwan noted that the golden rule is to have an e-marketing coordinator who possesses an IT background.

Once the company has set its goals, and a sound ICT platform companies can begin their external e-marketing campaigns, most importantly promoting its website and its e-services. To overcome web clutter, a catchy, easy-to-remember, distinctive URL address and sound search engine optimization is necessary. Cross-promoting the site in social networks and the blogosphere can help raise awareness of the website as well. The final phase is continuous evaluation of the company's online presence: the number of e-transactions completed online, number of inquiries generated and the size of the website's traffic are effective evaluation criteria.

There are many considerations SMEs must make while deciding the best way to implement an e-marketing campaign for their business according to Adwan. SMEs must consider what technologies to purchase and what level of staff expertise will be necessary to reach target customers. Security is also a key concern, especially if the business is considering conducting monetary transactions online. Online transactions have proven to be an excellent way to improve sales, but the company must ensure that personal customer information is secure.

Adwan concluded his presentation by discussing the positive impact successful e-marketing will have not only on SMEs, but also Qatar's economy as a whole. "Simply put, e-marketing means cost efficiency, long term bonds with customers, and a more appealing and tempting product that consumers would want to purchase. Only then will SMEs in Qatar really move from an informational online presence to a powerful transactional one".

The Business Connect seminar series was launched by ictQATAR in 2008 to highlight the latest thinking and advances in information and communication technology for SMEs. Adwan's full presentation can be accessed by following this link. The full video of his speech is also available on You Tube.

- By: Brian Wesolowski







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