DIGITAL MARKETING STRATEGY FOR SMALL AND MEDIUM ENTERPRISES
Keywords:
digital marketing, digital transformation, digital marketing strategy, social networksAbstract
Modern business conditions and people's lives are characterized by innovations and constant changes in the environment. Small and medium enterprises are a very important pillar of the development of any economy, they play an important role in entrepreneurship and enable the creation of new jobs, which leads to the development of the economy. The largest number of companies are represented by small and medium-sized companies, and they provide a greater part of the gross domestic product in developing economies. Digital transformation and digital technology are a part of everyone's life, everyone uses mobile phones, laptops, computers and spends free time on social networks, losing track of time. In addition, digital transformation has created a large number of opportunities for businesses as they can easily access consumers, research their habits and needs, and promote their products and services. A number of tools are available to help businesses communicate with their consumers online with the help of animated content, which draws the attention of potential customers to the brand. Digital transformation has led to a change in marketing methods from newspaper and television advertising to digital media marketing.
The success of small and medium enterprises today depends on the efficient and effective use of digital marketing methods. Artificial intelligence and digital marketing have created a number of opportunities for defining new digital marketing strategies, which allow them to access a larger number of consumers and promote their products and services at lower costs. Digital marketing enables continuous communication with consumers, which leads to greater customer satisfaction and loyalty. Small and medium enterprises with an adequate digital marketing strategy can build their brand image, which will be recognizable on the market and the choice of a larger number of consumers. A comprehensive digital marketing strategy and a good marketing plan are one of the conditions for the survival of organizations in modern business conditions where changes are constant and market competition is getting stronger. An adequate digital marketing strategy leads small and medium enterprises to growth in productivity and profitability. The aim of the paper is to explain the influence of digital technologies and digital marketing strategy on the successful operation of small and medium enterprises
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