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Roberto Dondi
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 DMLR*Newsletter - Since 1997  
No.22 issue -June 1999   
  • DMLR report
  • E-commerce for small business (web domains)
  • E-commerce for small business (keywords)
  • E-commerce impact on small businesses
  • A quick SME guide

  1. DMLR report.
    - Subscribers of DMLR*News increased at a robust pace in May and jumped over 200 peak!
    - The national subscribers are 96 out of 100. The int'l subscribers found DMLR web thanks to PR initiatives and get up to 4 out of 100.
    - PR initiatives are inclusive of an expertise panel. It's composed by 25 people which are asked for comments on this newsletter 3-4 times a year. Among his tasks: verifying the newsletter format and appearance, discussing issued articles and making noise about DMLR.
    - Surfers retooled their browsers: during 1999 (Jan-May) 14.4 is the percent of people subscribing the DMLR*News html version, up from only 5.1% last year.
    - 3.5 over 100 subscribers changed their email account.
    Since September 1997 DMLR released 22 e-news, plus umpteen Top*Sites e-zines, both supported by 93 articles. 
  2. E-commerce for small business (web domains). 

  3. To succeed a domain name has to meet the following criteria:
    - It must be distinctive. Names should be chosen ensuring they were not already registered in the global market. Before registering control your selected name status by means of websites like, so you can give your web a surely distinctive name.
    - It must be meaningful. The use of historic company name or product brand is not an automatic choice; they can hamper both memorability and meaningfulness on the Internet, so try different way to name your domain before confirming your first choice.
    - It must be compatible. A domain name is likely to be supported by all communication means -from ad campaign to printed materials. The brand new www.domain_name is often the resulting of a compromise (without "&" or with "inc") respectful of web criteria and ties.
    - It must be legal. To stay within the law, a domain name must avoid both infringing any existing trade marks or copyright and claiming attributes for a company which it doesn't have.

  4. E-commerce for small business (keywords). 

  5. There are a number of words which are used by marketers to create a web brand image. These words are commonly used in the banner advertising and in promotions messages. The aim of these keywords is to get a top ranking by search engines which will create among the Web surfers a perception that the company or product are well positioned over the WWW. A wide variety of keywords are used, but they can be grouped into three categories:
    (a) Web linked. The most obvious way to cretae a web key is to include such words as 'Internet' or 'Web' or 'E-";
    (b) Product linked. Other companies put across a message by stressing particular attributes of the products they are manufacturing, buying or selling;
    (c) Manufacture linked. Other company keys stress the way the products were manufactured to communicate an impressive message.
    Putting together these three groups lets you to set up a complete keywords list to promote your business through the WWW environment.

  6. E-commerce impact on small businesses.
    All the issues on the e-commerce development can produce opportunities and threats for different type of businesses and organizations. There are 5 contest's changes which can have an impact on doing a business.
    a) Direct impacts. Changes to the information technology may alter a company's cost and its overall performance.
    b) Customer demand changes. Habits and life styles changes may alter the customer's requirements for products and information.
    c) Competitive environment changes. The e-commercing may present ins and outs which alter the balance of power within a market. Suppliers and distribution channels may also be affected by e-commercing in ways which have an impact on a company's competitive strategy.
    d) Legislative changes. Concern over fast growing of trade via electronic highways is leading to new legislation governing e-business activity.
    e) Indirect impacts. The Internet is sparking a new culture onto the media, staff and entrepreneurs which put pressure on small companies to change some aspect of their operations.
  7. A quick SME guide. 

  8. If you need further information on how to take action to bring SME up to the Internet and/or E-commerce visit some dedicated websites: (International Bureau of Chambers of Commerce) (United Nations Economic Commission for Europe) (International Commerce Exchange) (guide for SMEs) (doing business on the Net).
    Meanwhile, read about the 6 good reasons enterprises are going not to have a website on the Top*Four magazine of June.
Copyright 1999 - All rights reserved (except where indicated). 
Roberto Dondi- marketing consultant.
Member of A.P.C.O. ( 

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Home Version
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Internet course: follow step 1 to 4!

1->Questions & Answers

2->Marketing Resources

3->Link & Banner

4->Articles, Tracks, News

©1997-2000 DMLR / Roberto Dondi.
Issued on: [June 2, 1999]