THE IMPACT OF DIGITAL MARKETING TECHNOLOGY FOR TRANSFORMATION ON SMES

A SYSTEMATIC REVIEW

Authors

  • Shaherah Abdul Malik Faculty of Business and Management, Universiti Teknologi MARA, Cawangan Johor Kampus Segamat, 85000 Segamat, Johor, Malaysia
  • Norria Zakaria School of Business Management, Universiti Utara Malaysia. 06010 Sintok Kedah Darul Aman, Malaysia
  • Shahrina Othman chool of Business Management, Universiti Utara Malaysia. 06010 Sintok Kedah Darul Aman, Malaysia

Keywords:

Digital marketing, Small and Medium Enterprises (SMEs), Transformation, Data-driven decision-making

Abstract

This comprehensive systematic review delves into the complex landscape of digital marketing adoption within Small and Medium Enterprises (SMEs). By scrutinizing existing literature, it aims to uncover nuanced insights into the multifaceted dynamics surrounding digital marketing strategies in SMEs, emphasizing its impact, challenges, and strategic imperatives for sustainable growth in the digital era.

Employing a systematic approach, this review synthesizes various scholarly articles, research reports, and industry insights to unravel the intricate dynamics of digital marketing adoption in SMEs. By meticulously analyzing existing literature, this study seeks to uncover underlying patterns, emerging trends, and critical success factors shaping SMEs' digital marketing endeavors. The findings of this systematic review carry profound practical implications for SMEs navigating the complex terrain of digital marketing. By distilling key insights and best practices, this study equips SMEs with actionable strategies to optimize their digital marketing efforts, enhance customer engagement, and foster sustainable growth amidst evolving market dynamics.



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Published

2024-10-03

Issue

Vol. 11 No. 2 (2024): Volume 11 Issue 2

Section

BUSINESS MANAGEMENT