This week I am teaching a class of management students on #digital marketing. What I find, especially with management students, is the tendency to use jargons. I love jargons too. Nothing wrong in throwing one’s weight using jargons. But when asked for an explanation, if you are wrong or have not understood what the jargon means, you stand exposed. Hence one should be careful. Alternatively practicing to use simple words, to explain, attracts people. It never goes wrong. Not using jargons, no one will run the risk. But using jargons and not able to explain it can undo a lot of things. So be careful while using jargons. What earns you respect is what you can explain simply. I try to teach in simple terms and then introduce jargons. Just an observation from the class. What do you think?
These are my views addressing Healthcare marketers who are coming in (with technology) for the future. A twitter conversation with @HealthIsSocial is shared to encourage you to post your comments.
The reasons why I think MSMEs will be good successful participants of eCommerce are
- Single Owners (single can mean individual or family)
- Own Capital (most of them run their businesses on their own capital)
- Owners can take decisions (Decision Makers)
- Decision Makers control and manage the business on a daily basis
- Most of them will have experience ranging from 10-40 years in business
- Most of them know all the business challenges of their respective businesses
Don’t you think there is a strong case for their moving towards eCommerce with such strong attributes which help the decision making and transition required. Feel free to comment or add what you think.
I had said that training programs, with basic content, educating about eCommerce will help rates of adoption.
- The training should start from introduction to Internet, mobile Internet and online market concept.
- Businesses should be taught to think of opportunities.
- They should be encouraged to check with their existing customers and see some proof.
- Seeing their name on the internet will sure encourage them to do this exercise of showing and getting more feedback.
- They can be taught to start from the Contact Page (even their promotion to customers can start here).
- They will see a lot of relevance when they start from this page. They can be taught to spend a few hours everyday online.
- Simple designs, video testimonials can be easily picked up by them while they learn.
- It should be explained that eCommerce can be tried as a part of overall business while they are on the learning curve with limited resources.
- They can use Signage and Hand-outs to promote their presence online with existing customers and/or at their current traditional outlets.
What sellers can do over the internet:
- Learn Internet as a market place
- Learn marketing over the internet
- Learn actual selling over the internet
- Learn to share information
- Collaborate internally (with employees)
- Learn the advantage of expanding markets, if they can deliver over the internet
Factors that could encourage people adopt eCommerce
- Increased sales
- Reduced costs
- Improved customer service leading to increase in sales
- Supply chain streamlining and solving continuity issues
- Overall efficiency compared to traditional methods employed
- Lack of Internet access
- Lack of skilled staff
- Consumer indifference
- Security concerns
I posted The Vegetable Vendor And The eStore.
It attracted comments as follows (Taking the liberty with Sumant and Rajesh to post it here).
I believe that people who offer eStore like Net My Store can start a new trend and help people maintain their customers and also improve upon them. The vegetable vendor is only an example. There are so many traders/other vendors who are struggling to keep up their businesses with increasing costs and loosing customers fast. They have no clue to what hits them. Most of them have to shed what they have been doing for generations and look for new work. That is not easy. They suffer a lot.
I was thinking about Sumant’s question of “Are they “equipped” enough to use it?”. Good question. Answer is “obviously, they are not”. Through the last one-week it was running in my mind. Will they be “equipped” ever? That looks tough if we think standing on their shoes. So the next question: Is there anything that such people who promote “eStores” can offer to them?
Take a break. Another thought today.
In recent years, we find Volvos plying everywhere. How do you think they have won? It is just not their vehicle. If they had kept talking about only their vehicle and has left it in the hands of those who are not “equipped” to handle it, it would have been very tough for both them and the buyers. I think their success can be attributed to their investment on Driver Training Program. Read this page here.
Now back to what we were discussing. I know a lot of differences exist. I know acquisition costs will be higher if you do the training as part of your selling. But let us forget the differences. Is there any learning that we can capture from it? Can the eStore guys put together an “Online Store Training Program” ? Will it make a difference? Can it be sold? If yes, it should be done through channels like trader associations which will make it easier.
I am sure such training programs with basic content (will write about it sometime later) will be very attractive and might even create a lot of new jobs in other areas of work. What do you think?
Or will these stores prefer to wait for them to be “equipped”? And is that the right thing to do? Just thinking loud.
Feel free to comment. I am here to listen.
A lot of small and medium businesses use email today. They find using email and connecting to people is a lot more easier.Email helps them be productive and especially reduces their physical visits to clients and clients, in turn, get better service. When I talk to them, all of them agree that email has contributed to their business by way of allowing them to take more work(with specific reference to quantity and time) than before and that more clients prefer to deal with them now due to the ease of communication(read more number of customers). A business owner even told me that he goes through past emails randomly when he has time and often finds some interesting past correspondences and picks-up threads from that and talks to customers updating them on new things. Email makes it possible to have such records and using them.
Most Small and Medium Businesses use popular emails like rediffmail,gmail,yahoo, hotmail and other such generic accounts. While they have a website, not many of them have realized that they can use the domain name simply with their emails. Instead the standard practice is to use company name with generic accounts.(example: firstname.lastname@example.org). The domain name is the thing that comes after the @ in an email address. eg. email@example.com
Using domain name with the email helps Branding. Especially for start-ups, small and medium businesses who start out to use email should necessarily think of capitalizing on this easy way of promotion of their Brand by using their domain name with their email. The Brand recall will be much better if emails are sent with the domain name and also will look lot more professional and create trust in the minds of the customer.
Email has been and will remain the hub of business activity around which business activities will take place. Hence it is important to use email with your domain name for building your Brand.