Effectiveness of Digital Marketing Technology within SMEs

By

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, [names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

The digital marketing technology is an important new medium of communication between the consumers and the producers to market their products. The digital marketing is a new medium that use different mediums of marketing for introducing the products and services to the customers. There is a growing number of SMEs in the world that are mainly operating at small scale. These SMEs are diverse in their nature and needs to adopt different channels for advertising and marketing their products. The digital marketing has proved to be a successful channel for the small and medium sized enterprises (SMEs) to market their products and increase their sale. The raised competition in the market has made these small and medium sized firms to adopt new and different means of technology for introducing and advertising their new and old products and services that are cost effective as well. The effectiveness of digital marketing cannot be ignored not only for the SMEs but also for the large firms that need cost competitive strategies. This new channel of marketing has proved itself to be cost effective and easy to use for the officials. The digital marketing includes advertising through the digital display; internet and other mediums like mobile phones, radio and television. All these channels of marketing are considered to be very important for increasing sales of the SMEs. Moreover, it is largely believed that the future of the SMEs lies in the E-marketing that is widely accepted among the market leaders.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

1.1 Background of the Study1

1.2 Aims and Objectives of the Study2

1.3 Problem Statement3

1.4 Purpose of the Study3

1.5 Rationale of the Study4

1.6 Significance of the Study4

1.7 Research Questions5

1.8 Structure of the Thesis5

CHAPTER 2: LITERATURE REVIEW8

2.1 Theoretical Framework8

2.2 Definition of SMEs8

2.3 Past Studies on Usage of Digital Marketing Technology in SMEs9

2.4 Benefits of Digital Marketing Technology10

2.5 Obstacles in Digital Marketing Technology11

2.6 Evolution of electronic marketing13

2.7 Relationship Marketing - Customer Relationship Management Model15

2.8 Digital Marketing Activities18

2.9 Advertising through Mobile Marketing22

2.10 Success Factors of Digital Marketing Technology within SMEs23

2.11 Size of Firms as success factor for Digital Marketing Technology25

2.12 Lack of Business Plan27

2.13 Relation between Small Firms and Digital Marketing Technology27

2.14 Capital Requirements for Adopting Digital Marketing Technology28

2.15 Factors for Adoption of Digital Marketing ...