數位行銷策略在小型企業的運用：以台灣Zingpro公司為例

Abstract

NA

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.