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: Degree: Title of Research Project:

Zorana Svedic Master of Business Administration 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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