Digital Marketing for SMEs
We have identified service and commodities businesses that SMEs can get involved in. We also have factored into the operation of SMEs the importance of integrating technology in daily operations. As technology advances in all areas SMEs now have more opportunities to leverage ICT to advertise, sell and keep in touch with the buying process thereby increasing customer experience, improving service delivery, improving productivity, and generating revenue.
Digital marketing is an umbrella term for all marketing-related activities that are enabled by information communication technology. For more emphasis, these are marketing activities that are used to advertise, sell, manage, and predict customer engagement. Digital marketing can be done by these SMEs or outsourced to other service providers. Due to the cost, effect and impact, digital marketing has shown more potential towards sales generation leading to customization and personalization of content more than what traditional marketing offers. They are more dynamic to deliver and can be managed more efficiently than traditional marketing channels and platforms.
Traditional marketing has largely focused on mass marketing; however, digital marketing has both capabilities of mass and personalised marketing. Digital marketing usage has increased through the advancement in information communication technology and mobile telephony. The vast area of information collected through the Internet of Things and Big data and the abilities of artificial intelligence and machine learning continue to expand the frontier of digital marketing. Lastly, democratized content creation is making digital marketing appealing to all classes of businesses.
There has also been the creation of many career paths for digital marketing experts such as SMEs providing nano businesses such as content curation, content marketing, influencer marketing, graphic designers, data analysts, website designers, and photo and videographers just to mention a few.
SMEs now have countless opportunities to leverage digital marketing options and compete with established businesses for customers once they can create compelling marketing propositions that can go viral. Viral marketing, use of hashtags, trends on social media to engage one of the largest demography across all continents. Not only that, but older people have also embraced digital marketing, thereby making it a universal way to appeal to new and existing customers.
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