Approaches of Digital Marketing in SMEs

Authors

  • Sudawan Somjai
  • Norawat Charoen-Rajapark
  • Avasada Pocmontri

Abstract

Purpose- Digital Marketing is getting ahead of all the traditional ways of marketing, it has become not only necessary for the larger companies but for SMEs as well to keep up with the trend and adopt Digital Marketing. Digital Marketing started off not many years back, hence it is still not very popular amongst the SMEs. However, due to the need of the market the SMEs should look into it. Companies in West are already looking into it and adopting it. Therefore, the SMEs in Asia and South-east Asia should not be left behind either and start adopting it at its earliest. SO the purpose of this study is to find out the relationship between Digital marketing and how does it affect the sales of the company.

Design/Methodology/Approach- The data was collected from 400 employees working at different Digital Marketing firms in order to learn the difference how things worked prior and after adopting the Digital Marketing. The research was restricted to Malaysian context only hence; it can only be applied to the Malaysian context. The sample data was collected through questionnaires and also interviews were conducted from the higher level management in order to get better results out of the data and survey. The data from the survey was analyzed on SPSS and AMOS to get the analysis.

Findings- The findings of this study suggest that with the adoption of digital marketing not only does the sale increase, but it also reduces the cost of marketing for the company. Therefore, it is determined that digital marketing is a cheaper and optimized way of doing marketing. Also, it creates more awareness amongst the people and a very faster rate as compared to traditional marketing ways. Furthermore, Digital marketing has proven to be very popular amongst the Malaysian too and also many companies are doing it such as Zalora, Lazada, Shoppee, Groupon. All these companies invest a huge amount of energy and money and they have ll their teams working on Search Engine Marketing, Search Engine Optimization and they have separate teams who are working on Social Media Marketing campaigns and it has turned out to be more popular and profitable ways of marketing their product to their customers.

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Published

2020-04-02

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Section

Articles