For small businesses, does the reality of using social and new media in marketing live up to the promise? A qualitative study amongst business owners in the UK

AbstractThe area of emerge technology and selling has become an base of increased debate as the potential to reach more consumers and tolerate real savings for subtle channel is created. This meditate assesses the impact that emerging converse technology has had on the marketing efforts of lilliputian businesses in the UK.1 Introduction1.1 Research TopicThis matter assesses the impact that emerging communication technology has on the marketing efforts of petite businesses in the UK. In order to properly appreciate each element, this study uses a scene given to several owners and operators in the UK coupled with a persona study centred on the subtile business in the London area to picture evidence for industry and heathen assessment. These factors go out be used to illustrate detailed components of operation and carrying into action for midget businesses in the UK. With a focus for identifying distinct themes in the survey results, this research seeks to combine wo rking experience with cordial expectation to bequeath an illustration of potential opportunity.1.2 Objectives1) Assess technological impact on small business 2) Evaluate how communication technology provides opportunities for growth.1.3 Research questions1) What are the challenges face by small business in marketing? 2) Can modify consumer outreach improve revenue? 3) Does new technology offer a rivalrous edge for small business?2 Review of Literature2.1 undersized worry ChallengesMarketing is an essential element of small business strategy (Safko et al, 2009). With a pinch need to remain in the consumer eye, marketing has the potential to make or break any(prenominal) small business (Qualman, 2009).2.1.1 Current MethodsCurrent methods of marketing overwhelm television, print and word of mouth (Qualman, 2008). Further, any advertising must be local or regional, facing increased cost (Safko et al, 2009).2.1.2. Emerging methodsInternet and communication technology provide f ond media, online content and increased consumer exposure for small businesses(Berthon et al, 2012 Fischer et al, 2011Weinberg et al, 2011). Networking and comprehensive data bases encourage consumers to look deeply into a small business, providing ample opportunity for revenue growth.2.2 Small business Competitive schema and opportunities for growthUsing technology to reach consumers, aids outreach as well as provides a new and growing market for any business (Baird et al, 2011).2.3 Spending and Consumer OutreachModern methods of marketing require crucial funds that could otherwise to other areas of a small business strategy (Wienberg et al, 2011). This increased leeway provides opportunity for reinvestment in the infrastructure.2.4 working TheoryUsing a thematic survey approach provides critical evidence to any working research (Perri et al, 2012). Combined with an assessment of the fountain study use Hofstedes ethnical dimensions, establishes the likelihood of adoption and im plementation (Hofstede et al, 2010).3 Methodology3.1 ApproachThis study is best approach with the Qualitative, Interpretivism process (Perri, 2012). Initial evidence will be provided using a survey given to between 100-150 respondents creating data that will be assessed using a thematic, cryptograph approach (Perri, 2012). Case study is based on the small business sector in London, UK which provides government facts and official figure (Perri, 2012). The evidence is combined and evaluated using the thematic coding to identify themes in the material followed by a Hofstede analysis to provide useable examples of impact and improvement.3.2 Research StrategyQualitative research based on surveys and case study (Perri, 2012).3.3 Data Collection Instruments and MethodsSurvey and questionnaire coupled with a modern case study taken from online databases, official sites, journals and books.4 Analysis4.1 Case Study of Small Business in London, UK 2010-20144.1.1 Thematic analysis of surveysI dentifying themes that relate to the positive or negative experience of technology use in marketing (Perri, 2012).4.1.2. Hofstedes Cultural dimensions evaluation of case study and surveysProvides a working cultural understanding as to why or why not small business owners are embracing new technology opportunities (Hofstede et al, 2010).4.2 Discussion5 Conclusion and Recommendations5.1 Conclusion5.2 Recommendation6 References Baird, C. and Parasnis, G. 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