Analysing the use of Multimedia in Marketing for Small Medium Enterprises

Abstract

This research has been conducted to analyse the use of multimedia for marketing in Small Medium Enterprise’s (SME) with a view of discussing what forms of multimedia is used and then discussing how effective these methods are. This research topic has been chosen as their seems to be research into each separate field but not much into combining the fields to give a comprehensive overview that SME’s can use to establish the best form of marketing their business through multimedia. The research was conducted using a pragmatic approach that uses both primary and secondary data while using both qualitative and quantitative data. This has been done to gather a wide variety of data and to ensure that should there be a shortage of data in one field then the other data will gather enough data to be useful. The results show that multimedia is being used in a variety of ways in marketing for SME’s and this is down to variety of variables each SME has, from target customers to what they are selling. It all has an impact in the type of multimedia marketing they need to be conducting. However there is still a lack of understanding of what multimedia actually is. The conclusions of this are that further research is required to establish a firm understanding of multimedia, but as it is social media is the most effective form of multimedia marketing for SME’s.