Examining how B2B SMEs navigate the challenges and opportunities of digital marketing through the lens of Everyman Legal

Buckley, Thomas (2015) Examining how B2B SMEs navigate the challenges and opportunities of digital marketing through the lens of Everyman Legal. [Dissertation (University of Nottingham only)]

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Purpose - The present research aims to explore the digital marketing strategy of Everyman Legal, a business-to-business (B2B) small and medium-sized enterprise (SME) law firm. Specifically, areas of exploration include perceptions of digital marketing from a B2B SME, opportunities and difficulties surrounding digital marketing both present and future, particularly with respect to specific digital technologies and potential for networking and relationship building.

Methodology - Due to the dearth of research relating to the experiences of B2B SMEs with digital marketing, a qualitative, exploratory methodology was chosen, specifically the case study method. The research method utilised was the semi-structured interview, conducted with Everyman Legal employees at the company’s headquarters. The interview content was then transcribed and thematically analysed in order to highlight key points of interest. In addition, benchmarking analysis was undertaken with three companies in order to compare and contrast Everyman Legal within a wider business framework.

Findings – Five core themes were identified from the thematic analysis of the company interview: Time Constraints as a Barrier to Digital Activity, Management of Relationships, Difficulties Encountered Using Digital Tools, Networking Activities and Future Directions of Digital. Even though budgetary concerns were relevant, lack of time to pursue digital marketing activities and strategies appeared to be particularly troublesome for Everyman Legal. An additional key concern of the company was how to use digital marketing to acquire customers from the financial advisory industry. Local connections and networks appeared effective and an encouraging route to acquire said clients, but a related core difficulty was learning how to effectively measure and monitor digital tools to inform the company of client interactions, echoing the literature.

Practical Implications – Managerial recommendations are made to Everyman Legal based on the conducted interview and benchmark analysis. Beyond this, insight is provided as to the unique difficulties and opportunities that a B2B SME experiences regarding digital marketing which may allow more recognition to be paid to the fact that digital marketing advice suitable for a large business may not necessarily be applicable to an SME.

Item Type: Dissertation (University of Nottingham only)
Depositing User: Buckley, Thomas
Date Deposited: 23 Mar 2016 13:21
Last Modified: 19 Oct 2017 14:52
URI: https://eprints.nottingham.ac.uk/id/eprint/30116

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