The Role of Digital Marketing in Small and Medium Enterprises for Business Development

Citation

Nenavath, Raghava Krishna. (2021). The role of digital marketing in small and medium enterprises for business development. (Master Independent Study). Bangkok: Siam University.

Abstract

The accelerated advancement of digital marketing, applications, technologies, and social media has led to a substantial transformation in the approach of how businesses engage and exchange information and ideas with consumers. Digital marketing pertains to every marketing endeavor produced via digital electronic tools and the gain in the use of social media, the proliferation of the internet, how customers interact with companies has contributed to novel business models, internet publicity, and new strategies. Digital marketing achieves substantial distinctiveness in the marketing of products and services to entice and retain customers and to boost the company brand and consumer contentment. However, small and medium enterprises lack in digital marketing skills, restricted management assistance, struggle to publicize, promote their products and services, and gaining consumers. This documentary research paper was based on recent literature review, attempted to evaluate, summarize and view the factors that may impact the business development or performance of small and medium-sized enterprises through the functions of digital marketing. This paper explicates that the embracement of digital marketing is crucial for small and medium businesses to communicate and influence consumer needs for development in the market with the power of suggestion. The approach, arrangement, technological advancements, such as the usage of digitalization, application and social media, empowers companies to propagate information, connect with consumers, and be competitive. By exploring various digital methods and technologies, customers seeking information about SME products and services must be easily accessible, accurate, and on time.

Keywords: Digital Marketing, Small and Medium Enterprises, Business Development

The Role of Digital Marketing in Small and Medium Enterprises for Business Development

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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