臺灣博碩士論文加值系統

This case study discusses the digital marketing strategies that can be adapted by resource constrained micro-firms. This case analyses the things from the perceptive of “Zingpro Consulting”, an India based consulting start-up offering Indian market entry services to Taiwanese firms. Normally, established firms prefer to work with well-known companies and micro-firms are hardly considered because they are perceived to lack credibility. For the micro-businesses to collaborate with such established firms, their digital marketing strategy should focus on building credibility using available resources and leveraging their flexibility. Based on the case of Zingpro, I describe how using different software tools and marketing automation strategies can be used effectively to improve micro-firm credibility and online reputation. From the technical and financial standpoints, the recommended strategies have been tested and the operational cost have been monitored for more than a month. Though the case study is based on Zingpro consulting, the digital marketing strategies can be adapted by other micro-firms providing similar services.

Master Thesis Certification By Oral Defense Committee …………… i
Acknowledgement ………………………………………………………………………………………………………………… ii
Abstract …………………………………………………………………………………………………………………………………… iii
Table of Contents …………………………………………………………………………………………………………… iv
List of Figures ………………………………………………………………………………………………………………… vi
List of Tables …………………………………………………………………………………………………………………… vii
1. Introduction ………………………………………………………………………………………………………………… 1
1.1 Start-up Scene ………………………………………………………………………………………………………… 1
1.2 Micro-firms Vs Start-ups………………………………………………………………………………… 1
1.3 Characteristics of Micro-firms ……………………………………………………………… 1
1.4 Motivation …………………………………………………………………………………………………………………… 2
2. Learnings and Research
2.1 Company Background ……………………………………………………………………………………………… 3
2.2 Digital Business …………………………………………………………………………………………………… 4
2.3 Objective ……………………………………………………………………………………………………………………… 6
2.4 Market Survey …………………………………………………………………………………………………………… 8
2.5 Benefits for Taiwanese firms ………………………………………………………………… 10
3. Marketing Automation
3.1 AI for Micro-firms? ………………………………………………………………………………………… 10
3.2 Market Leaders and Existing Solutions ………………………………………… 11
3.3 Difficulties in Adapting Marketing Automation …………………… 12
3.4 Multi-Channel Marketing ……………………………………………………………………………… 13
3.5 How Marketing Automation Works …………………………………………………………… 15
3.5.1 Lead Generation ……………………………………………………………………………………………… 16
3.5.2 Content Development …………………………………………………………………………………… 20
3.5.3 Prospecting ………………………………………………………………………………………………………… 21
3.5.4 Automation Campaigns ………………………………………………………………………………… 21
3.5.5 Data Analytics and Customer Segmentation …………………………… 24
3.6 Competency ………………………………………………………………………………………………………………… 26
3.7 Implementation ……………………………………………………………………………………………………… 27
3.8 Tools ……………………………………………………………………………………………………………………………… 29
4. Results of the Plan …………………………………………………………………………………………… 30
4.1 Roadblocks ………………………………………………………………………………………………………………… 31
4.2 Early Days ………………………………………………………………………………………………………………… 31
4.3 Positive Signs ……………………………………………………………………………………………………… 31
4.4 Breakthrough …………………………………………………………………………………………………………… 35
4.5 Initial Cost …………………………………………………………………………………………………………… 36
5. Guide for Micro-firm ………………………………………………………………………………………… 36
5.1 Search Engine ………………………………………………………………………………………………………… 37
5.2 Keywords ……………………………………………………………………………………………………………………… 37
5.3 Increasing the Traffic ………………………………………………………………………………… 38
5.4 Savings ………………………………………………………………………………………………………………………… 40
5.5 Implementation Cost & Time ……………………………………………………………………… 40
5.6 Resources …………………………………………………………………………………………………………………… 41
5.7 Returns ………………………………………………………………………………………………………………………… 41
5.8 Limitation ………………………………………………………………………………………………………………… 42
6. References …………………………………………………………………………………………………………………… 44
7. Appendices …………………………………………………………………………………………………………………… 45

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