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 _________________

TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

CHAPTER 1: INTRODUCTION5

Background of the Study5

Aims and Objectives of the Study5

Problem Statement6

Purpose of the Study6

Rationale of the Study7

Significance of the Study7

Research Questions8

CHAPTER 2: LITERATURE REVIEW9

Theoretical Framework9

Past Studies on Usage of Digital Marketing Technology in SMEs9

Benefits of Digital Marketing Technology10

Obstacles in Digital Marketing Technology10

Success Factors of Digital Marketing Technology within SMEs11

Size of Firms as success factor for Digital Marketing Technology13

Lack of Business Plan15

Relation between Small Firms and Digital Marketing Technology15

Capital Requirements for Adopting Digital Marketing Technology16

CHAPTER 3: METHODOLOGY17

Method of Analysis17

Research Design17

Procedure of Primary and Secondary Data Collection18

Literature Review18

Instrument for Data Collection19

Primary Sources19

Validity19

Limitations of Research Study20

CHAPTER 4: ANTICIPATED RESULTS21

References22

CHAPTER 1: INTRODUCTION

Background of the Study

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. However different critics

Aims and Objectives of the Study

The aims and objectives of the study are to:

Discuss the effectiveness of digital ...