1.Business Seminar "Digital Marketing and e-Commerce"
Seminar Tackles Power of Digital Marketing, Business Opportunities for SMEs
The power of digital marketing in the exploration of new business opportunities, the prospects for the SMEs to enter foreign markets and the consumer behavior online were at focus during the Seminar “Digital Marketing and e-Commerce” organized end-February by the American Chamber of Commerce in Bulgaria, Small and Medium Enterprises Promotion Agency and Microsoft Bulgaria Business at the Sofia Tech Park, Labs Complex.
The speakers at the event were: Zlatina Ruseva-Savova, co-chair of the Public Procurement and EU Funding Advisory Committee andAmCham board member, Nikola Stoyanov, deputy executive director, Small and Medium Size Enterprises Promotional Agency, Nevena Mladenova, manager Structural Funds and Funding Programs, Microsoft Bulgaria, Maria Zhekova, marketing manager SMEs, Microsoft Bulgaria, Kaloyan Parchev, CEO, Zetta Technologies, Dimitar Iliev, CEO, Navtech, Ventsi Popov, project lead, Zinga Soft.
Zlatina Ruseva-Savova proposed AmCham and Small and Medium Size Enterprises Promotional Agency can cooperate in building of a bridge for export financing of SMEs.Nikola Stoyanov elaborated on the new approach of direct communication of the Agency with the companies and establishing of a register for SMEs. A national network for support of SME is being developed where every company can present an own business idea to be financed.
Maria Zhekova said that 57% of B2B purchase evaluation is done without speaking to a human, shows the analysis of McKinsey & Company. According to International Data Corporationthat defines six stages of the customer journey based on specific goals that must be met:
– Companies must align their demand generation activities and keep pace as customers progress;
– Each customer may have a unique path to purchase, but all research is done online;
– Customers can move forward or backward and even appear to skip steps. But they need to accomplish stage-specific goals before they buy;
– There are differences in importance and the amount of time spent in each stage for different kinds of customers and regional markets, but at the highest level they share the same decision making process