Role of Digital Marketing in Business: an Empirical Study for Small and Medium Businesses

Abstract

The following research review investigates the impact of digital marketing within small and medium-sized businesses (SMBs). Digital marketing (DM) has become an essential part of the modern business landscape, enabling SMBs to connect with their target audiences and build strong online presence. The following literature review also examines a number of advertising maneuvers that SMBs can utilize, such as social media marketing (SMM), search engine optimization (SEO), email marketing (EM), and content marketing (CM), and assesses their effectiveness in driving business growth. It also explores the challenges that SMBs face when implementing digital marketing strategies, such as limited budgets, lack of technical knowledge and expertise, and difficulty in measuring ROI. It explores the relevance of DM strategies for SMBs to compete and succeed in today's digital marketplace. Overall, research on this study highlights the need for SMBs to prioritize DM as part of their business strategy to remain competitive and grow in today's digital era