E-MARKETING STRATEGIES FOR E-BUSINESS

E-MARKETING STRATEGIES FOR E-BUSINESS

by

Zorana Svedic

RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF

THE REQUIREMENTS FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

In the Faculty

of

Business Administration

Management of Technology Program

O Zorana Svedic 2004

SIMON FRASER UNIVERSITY

Fa11 2004

All rights reserved. This work may not be

reproduced in whole or in part, by photocopy

or other means, without permission of the author.

APPROVAL

Name:

Zorana Svedic

Degree:

Master of Business Administration

Title of Research Project:

E-Marketing Strategies for E-Business

Examining Committee:

Dr. Colleen Collins-Dodd

Senior Supervisor

Associate Professor

Faculty of Business Administration

Simon Fraser University

Dr. Mark Frein

Supervisor

Associate I Adjunct Professor

The Learning Strategies Group,

a division of Simon Fraser University Business

Date Approved:

SIMON FRASER UNIVERSITY

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ABSTRACT

A newly formed online company, eLegalDoc, is getting ready to launch their ebusiness website. The company provides simple-to-use, customizable, auto-generated,

and affordable electronic legal documents over the Internet.

As the success of the eLegalDoc website is greatly dependent on the

effectiveness of its product positioning and traffic generation, eLegalDoc requires the

development of competitive positioning strategies and a marketing strategy and tactics

to leverage its business model.

This project develops the strategies based on market and competitive analysis.

Using these strategies, the author suggests e-marketing tactics to generate costeffective traffic to the eLegalDoc website. In accomplishing this, the first step involves

an academic research review of various e-marketing strategies and tactics, including the

value bubble model for analyzing e-business websites.

The e-marketing strategies include tactics for the following components: website

strategies, website design essentials, affiliate programs, banner advertising, email

marketing, search engine marketing, search engine optimization, and online trust

building.

iii

This book is dedicated to my partner, Michael, who was behind me every step of

the way, and whose support has allowed me to accomplish more than I ever thought

possible.

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................

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