DIGITAL MARKETING TECHNOLOGIES FOR SMALL AND MEDIUM ENTERPRISES

The study examines the role of social media marketing in promoting SME. The objectives of the study are to highlight in the form of Social Media Marketing (SMM) platform adopted by SME and which of them is most effective, examine the influence of social media marketing on brand creation and customer trust as well as investigate the role of social media marketing on organization performance. Finding from the study revealed that unarguably, the use of social media marketing has been embraced by many SME and that SMM has a positive influence on brand creation and customer trust. Similarly, SMM has an influence on SME performance. The study recommends for SME to develop a good brand community with the client or customer so that they would be able to use the social media marketing platform as means of sharing important information of the products or service which can assist in decision making. The article considers the components of the digital marketing in the context of the 4P’s marketing concept for small and medium enterprises. The article analyzes and summarizes the experience of small and medium enterprises in case of using modern digital technologies. The terminology, methods and means of digital marketing are defined. A study of modern tools of digital marketing in the development of enterprises. The use of digital marketing in small and medium enterprises in the world is considered. The article based on the research, conclusions and recommendations for the use of marketing tools in social networks have been developed, which will have a significant impact on the development and promotion of small and medium-sized businesses. According to the typical 4P’s concept its main elements are adopted for the small and medium enterprises in the digital marketing. It is determined that the difference between digital and physical elements in 4P’s based on “Place” and “Promotion”. Instead, product and price are not available to be differentiated for digital and physical approaches to be used. Small and medium enterprises use on their digital marketing innovative social media marketing tools.