The E&ect o£Digital Marketing on SMEs

A ‹ase study of Swedish And Ni,genait companies

Abdulrazak Taiye Arobo

Boeoess Admiaistsaciozs. maNer's level (t20 czsdita)

2022

Luleâ University of Technology

Department of Smi*l Sciencn, Technology arid nrm
 ACKNOWLEDGEMENTS

Like the famous quote goes -A journey of a thousand mile begins with a step". The comptetlon of
this master's thesis underlines an amazing experience as a student of Lulea University of technology,
Sweden. This endeavour was possible due to the requisite contributions from the respondents
companies, research supervisor; MR MANOJ CHIBA and my feltow class mates.

My unreserved gratitude goes to family and friends who supported me in multiple ways during the
coune of my study programme, as special mention goes to MR ABDUL-AZIZ KEHINDE AROBO, MR
GHANI ROTIMI AROBO, MR FESTUS IRENONSE and MR EMMANUEL MEKWE EKEDOZ!E.

My primary motivation to this study was geared towards gaining crucial insights on the opportunities
and impacts of digital marketing on SMEs and also provldes a platform for future researchers to
conduct similar investigations.

Arobo Abdul Razak Taiye, May 2027.

Aroabd-0@[Link]
Abstrait

The purpose of this study Is to Investigate the value and influence of dlgltal marketing on the
competitive partk\pation of small and medium•sited establishments in the business environment.
The research would further envisage weather digital marketing can have a substantial effect on the
consistent growth and success of SMEs, Improve brand recognition, and strengthen customer
relationships. This concept has not been previously researched in depth, although there's been
related Study on social media as it impa¢tS innovation and creativity on SMEs, which Indicates that
so¢IaI media can be a very posltlve strategy on the companies that operate within the context of
small and medium-scale Enterprise.

This study applies a qualitative research approach which involved five (5) companies which operate
as SMEs. Semi-structured interviews were conducted, to help provide the primary data, where
respondents to the best of their abilities. provided important information that help conduct this
study. Secondary data/information relevant to the study was also gathered through peer-reviewed
artides, journals and websites.

The study concludes with the view that digital marketing is identified as creative and efficient
method of acquiring, growing and malntaining customer relationships. Online platforms such as
websites, industry-specific outlets and forums, have been identified to be the most beneficial for
SMEs. It further recommends that newly established and existing SMEs stand to hugely benefit by
adopting digital marketing strategy In creating brand awareness, and building brand trust amongst
customers. Ironically, some SMEs tend to undermine the value of implementing digital marketing
strategies, especially at the infant stage of their business establishment. This further motivates the
need to emphasise the relevance of various digital tools in this study.

The findings in this study would help SMEs business owners and management consider digital
marketing strategies as an important platform to project their brands. Reœmmendations for further
studies are related but perhaps more detalled wlthln the context of Sweden and Nigeria.

Keyword: SMEs, digital marketing, brand awareness, building trust, consumer awareness etc.
Table of content

1. Introduction

1.1 Problem discussion 2

1.2 Research Gap

1.3 Purpose/Aim

1,4 Research questions

1.5 Delimitations 3

1.6 Outline of thesis 4

2. Literature Review 4

2.1 SMEs 4

2.2 Digital marketing 6

2.3 Digital marketing strategies

2.3.1 Key factors

2.3.2 Implementation 12

2.4 Relationship between Digital

Marketing and SMEs 13

2.5 Effects of Digital Marketing in

SMEs 13

Z.5.1 Growth of a Company 13

2.5.2 Bland Awareness 14

2.5.3 Building Trust 14

Z.5.4 Customer engagement 15

2.6 Theoretical Framework

15

2.6.1 Theory of consumer engagement 16

3. Methodology 17

3.1 Research approach 17

3.1.1 Inductlve method 17

3.1.2 Qualitative method 17

3.2 Data collection method 18

3.Z.1 Prlrnary data collectlon tTntervlew) IB

3.2.2 Sampling 19

3.3 Ethlcat consideration 19

3.4 Respondent valldatlon 20

3.5 Data analysts 20

3.6 Rellabllity 21

3.7 Validity 21

4. Empirical Data 22

4.1 Relatlonship between SMEs and Digital Marketing 22

4.Z Digital Marketing strategles In SMEs 2z

4.2.1 Key Factors 23

4.2.2 Implementation 25

4.3 Effects of D!gltal Marketing on Growth of SMEs 25

4.3.1 Brand Awareness Z6

4.3.2 Building Trust 26

4.3.3 Customer Engagement 27

5. Data Analysis/ Findings 28

5.1 Relatlonshlp between 5MEs and Digital Marketlng z8

5.2 Digital Marketing Strategies In SMEs 28

5.2.1 Implementatlon of Digital marketing Strategles 29

5.3 Effects of Digital Marketing In Growth of SMEs 29

5.3.1 Brand Awareness 29

5.3.2 Building Trust 30

5.3.3 Customer Engagement 31

 32

6.1 Findings 33

6.2 Managerial implication 33

6.3 Theoretlca\ Implication 33

6.4 Limitations for Future Research 34

R rence

Appendix 41

Figure 1 7

Figure 2 10
Figure 3 11

List of Tables

Table 1

Table 2 20

Table 3 ]3

Table 4 z3
Table 5 25
1. INTRODUCTION

.In recent times, firms of different classification In virtually all industrial sectors are constantly
enriching their domain with digital tools (Bokfa, Saroch & Bokfovâ, 2020). Digitalization is perceived
to be a major topic In all aspects of the society, with a key note on the effects k poses on polltlcal,
economic and social elements (Isensee, Teuteberg, Griese & Topl, 2020). According to LI, Su, Zhang,
and (Mao,2017). The introduction of the internet since the 1960s has propelled many firms to
network via multiple computers, reaching out to each for sole purposes of expansion and groMh. In
this regard, virtually all management domains and employees In both large and medium firms, now
access the computers via the internet to constantly create awareness.

A brand without an effective digital marketing strategy is like a car without tires. Its efficiency and
essence Is bound to be limited. The turn of the century experienced lots of buslness brands ditch the
Analog medium of conducting business and embrace diverse digital tools, to solidify their presence
in the business environment and project their brands with a view of increasing their customer base,
making a significant impact on small and medium-sized companies and large companies Lee et al.,
(2011). The application of digital tools on business activ'ities have been found to improve business
competitiveness and opportunity base for SMEs to compete on closer terms with larger
organisations (Chapman et al., 2fXI0).Bearing special significance on the projection of business
activities through effective digital marketing strategies with the most prevalent method of marketing
in the Morden technological era ( Kamal,2016). The purpose is not only to sell products and services,
but also to build relationships with customer. A perquisite for SMEs to explore the digital space vial
sustainable digital marketing practices which help access and communicate to a wider range of
customers for a better productive output (Mazzarol., 2015)

Digital marketing is at the forefront of every marketing campaign in every business. Organizations
have continued to priorities the need to boost their brand productivity, increase customer base and
realise more turnover applying effective digital marketing strategies ( Kamal, 2016). Research Into
SMEs and entrepreneurship has grown immensely at some point of the last decade and studies may
have greatly increased focus in the various economy of the world. Digital platforms provide an
excellent ability to grow a SMEs brand (Castells, 3010). A massive majority of corporations compete
in various parts of the world as SMEs, even though the performance level of SMEs varies, they play a
significant role In the overall performance of the whole economy, despite the challenge of sustained
performance on the long term (Ates et at., 2013).

Digital marketing for SMEs need to align with the target audience marketing plans and strategies in
adhering to evolving complexity customer behaviour. According to (Dwivedi et aI.,2020).
Development of corporate identity in modern times Is an Important strategic requirement for SMEs
to grow their own brand marketing methods and processes (Mingione & Abrarr, 2020). Small and
Medium-Sized Enterprises operate in a complex and unpredictable business environment, faced with
the constant challenge of competing and providing value to customers, against established business
organisations due to their size and economic capacity (Lee et al., 2011). SMEs Brand building and
projection through digital channels involves the application of digital marketing strategies, ensuring
a move from traditional marketing methods Eggers et al., (2020). There is a drastic need for SMEs to
apply social neMorks, online advertising campaigns and different virtual approaches to boost their
companies’ developmental growth, which is In cognlsance with adapting to new and innovative ways
to Improve and adapt to a rapld transformational growth Mohsen et al., (2020). Business has proven
to be essential to economic growth and in the last two decades SMEs are becoming more Important
around the world (Mingione & Abratt., 2020). It becomes pertinent for governments and industry
players around the world to encourage the growth of SMEs for a sustainable impact in the economy,
In doing so maintain a competitive advantage. Glaser et al., (2010)
It is crucial for organisations to position their brand in a manner that ensures cont nued growth and
maintain competitive advantaBein the marLet, thus not creating an avenue for its competitors to
grow more to gain a massive edge in the market. SMEs must increase or maintain a healthy sales and
profit level to ensure their survival. Claver et al., (2@6) management literature provides a platform
for entrepreneurs to enhance their SMEs brand value and bolding through the digital space, as a
guaranteed way of increasing sales, creating new customers and ensuring customer retention.
Bianchi & Bivona, (2002). This is in line with governmental efforts, which aim at investing in solid
internet infrastructure, as a way of encouraging SMEs' digital business operations Beckinsate & Levy,
(2004). SM£s have been generally viewed as an integral part of significant economic growth and
develepment both on a national and international pedestal (Smallbone & Wyer, 2000)

In this part, the author will present the research problem, the Importance of the research on the
topic as well as the research gap. Furthermore, a purpose statement is given as well as the research
question

1.1 PROBLEM DISCUSSION

Over the years, numerous $MEs strive to achieve consistent digttal growth with new innovative
concepts and ideas with the intent of establishing their presence in the corporate world. Some have
managed to make significant impact; unfortunately, most of them have had a hard time establishing
themselves. Evidence shows that only 51'K of newly established SMEs survive over the first s years
window. (SAB Office of Advocacy, 2012, Ripsas, S., et. al., 2018). It becomes very challenging for
SMEs to compete with well existing profitable companies marketing strategy. According to
(Montgomery, 2018). 179¢ of failed SMEs companies link their failure to lack of comprehensive
digital marketing strategy leading to poor marketing performance.

Small and medium Enterprises (SMEs) are important to maintaining a strong economy. However,
maintaining a Iong•term presence and viability presents a big challenge (Ates et al.,2013) multi
dimenslonal transformation brought about what was also known as the łnformation network soc\ety
(Castells, 2010). The digital economy impact on SMEs performance and the role they p)ay in the
economy. SMEs are not just a small, medium corporate vision, but depend on thelr operational
model on certain characteristics which come within the contexE of economic, culturał and political
support. They differ from farger firms by operational and mąrket structure this has a direct impact
on the capitat and finance as well as the number of customers they can attract to their brand
(Hausman, 2005).

Extensive literature on the significance and opportunities presented by digitatization, with specific
attention on brand building and communication in the bU5iness environment, Shows limited
research on organisational evolution and strategy for digital marketing. Most publications, books
and related journals on brand digitalication strategy deal with this issue largely on a tactical level.
Hence, the need to grow SMEs brand digitally to attract patronage, through quality value offer and
increase sales for better profit returns, becomes paramount. (Fridel,2004).

Resear¢h Suggests that corporate digitali7ation and Innovątion with effective marketing practlces are
lmportant in maintainlng the long-term performance of SMEs. Innovation and transmlssion Into the
digital space, emphasfsed as a pierequisite to building a brand, as such expeifence Improves brand
awareness and business performance according to (Rogers, 2016). Digital platforms seek to
consistentTy project brand business to heavily impact consumer buying behaviour and brand loyalty.
(Acker et al., 2015). With proper execution of digital marketing strategies, consistent growth can be
achieved. ThTs process involves building effective interactions with their target customers by

2
regularly updating their activities and events, creating their own brand image through digital
networking, stimulating quality partnerships with members from the online œmmunity. Hajili et al.,
(2017). SMEs have growth potential and opportun"nies to add value to customers through creative
products and services wkh great value proposition, delivered on the digital neMork, maklng lt the
ultlmate marketing platform In this scenarlo (Montgomery, 2018)

1.2 RESEARΠGAP

According to the survey, SME Annual Report 2016/2017 (International SMEs Development Council,
2018), adapting to dig"italization in the marketing operations of their brand face different challenges
than large or established companies (Schroder, 2015). However, few studies have examined their
strategies in detail; thls reveals a research gap in this regard. Understanding digital transformation of
SMEs with the aid of effective digital marketing strategies In a competitive business envlronment,
presents an opportunity for critical evaluation and analysis In this study. Existing Ikerature on brand
growth with respect to effective digital marketing strategies shows that previous research has
focused primarily on adopted digital marketing strategies related to larger companies Matt et al.,
(2015). Therefore k would be beneficial to adopt recent research on digital media for brand
projections and promotion, applying digitaIi2ed tools as a digital marketing and brand awareness
strategy, practiced within tke context of SMEs.

Based on the above observation, It is clear that there is a substantial Information gap In existing
literature on digital marketing process for SMEs, in relation to strategic online marketing models for
expanding the business activities of SMEs dig'MIly (Oownes & Nunes, 2013). Evidence shows
numerous claims regarding the impact of digital media on brand marketing for SMEs is crucial as
digital marketing is very significant to building the brand name and image for such level of business
(Chaffey,2020). Emplrkal studies however, show the role played by the internet In establishing
growth strategies for SMEs. Therefore, this study strives to contribute to research by exploring the
dynamics of digital marketing for SMEs brand growth through effective media marketing, suited to
the brand product and services.

1.3 PURPOS€/ AIM

The purpose of this thesis is to Investigate and analyse the role digitallzatlon play In growing SMEs'
companies by adopting digital marketing strategies. Creating the necessary brand awareness Is
significant to gaining more customers as well as ensuring customer retention, to gain a competitive
edge in the mortet. This study also aims to investigate the relevance and Impact of digital marketing
tools; such as social media, emails viral marketing etc on successful establishment of SMEs buslness.
Furthermore, "it aims to lwestigate the relationship between SMEs Companies and digital marketing,
by identlfying Important aspects In the digital marketing approach and ways to incorporate them in
small and medium-scale enterprises from a marketing perspective.

1.4 RESEARΠQUMTTON

RQ \whot effect does dig"itoI morteting hove on small ond medium scale- enterprises, in respect to
brand 0w0reness, rand trust Ond customer engagement I

BG 2 how docs digltol marketing oJect the growth oJsmoll and medium ecole-enterprises?

The questions in this study cowr three key factors: brand awareness, brand trust and customer
engagement which are all significant to growing an SMEs. It also examines the Impact of digital
marketing on such factors

1.s ozuuinATio s
This study is limited to Fhe effects of digital marketing in the context of brand awareness, brand trust
and customer engagement, which are Integral to a sustainable growth of SMEs. The study Is
restricted to digital online marLeting and brand building. with special focus on Swedish and Nigerian
companies.

1.6 OUTMNE OF THESIS

The report is divided into five chapters; firstly, theories related to literary studies would be discussed
in a theoretical context. The second segment is the methodology which outlines the survey
approach, survey destgn, and data acquisition process and data analysis. Furthermore. the study
deals with the empirical evidence in the third part of the report and the data would be analyzed in
the fourth chapter to compliment the literature theories that has been previously discussed. Finally,
conclusions are drawn from reviews and results embarked upon to complete the report, which
includes further recemmendations for further research,

4
A MTERATURE REVIEW

This chapter emphasises the relevant literatures drawn from studies carried out previously. Articles,
journals and books on SMEs, digital marketing strategies, brand digitization building etc are
references considered for the literature analysis. This chapter aims to show light on the effects of
digital marketing in growth of SMEs in context of brand awareness, building brand trust and
consumer awareness.

The term SMEs is used more and more ohen, but is often quite unclear Savey, et a\., (2020). Scholars
interpret this term differently (Ma22arol, 201S). With varieties of companies ranging from local small
business to medium tech companies now identify as small and medium scale-enterprises, therefore
bringing more prominence to this term (COOK. S..2020). Small and medium scaIe•enterprise by
definition could be addressed as an entrepreneurial company established by one or more founders
for the sole purpose of operating business activities that is designed to manufacture and sell
innovative or valuable products and services to target customers, with emp\oyees less than 2S0,
even as the figure differs across countries LaariSalmela, et al., (2017) SMEs could be classified as
industries that have been in business operations for less than 10 years according to a comprehensive
literature analysis by (Gruber, 2004). The first and most frequently attribute of SMEs could be
referred to as novelty, as they more than often not need to evolve from a level of naivety of total
awareness about the business environment they compete in. Secondly. the size of SMEs is often
used in identifying them. And the third feature is the variability of the environment, which is
reflected in the instability of gaining and retaining customers and as well realizing significant profit
percentage (Ergeer & Sigfridsson, 2018). Therefore SMEs can be defined as small and medium-scaled
enterprises created to provide valuable products and services with limited capital. Small and
medium scale enterprises (SMEs) are important for maintaining a strong economic groMh Ates et
aI.,(2013). They are not {ust smaller version of large fifms, but also have characteristics that they
depend on within the context of specific economic, cultural and political construct (Castells, 2010).
Their governance structure Is largely defined by ownership. staff strength and finance which are
usually dependent on a relatively small size of customer and limited martet operations. Hudson et
al., & Hausman. (200S)

5¢holars are of the opinion that adopting relevant marketing digitalization models and innovations
are key important elements in building and sustain a good SMEs performance on the long run. There
is a pertinent need for SMEs to create value through innovation to improve their performance in
real-life changing business environment. Adopting the right digital marketing strategy boosts
business attraction especially to prospective customers and gives them a competing presence
against established or larger firms (Oavila, 20G2).

Small and medium scale ente prises should ensure to strategically execute their brand marketing
strategies. Using their limited resources in a creative and unorthodox manner to create value and
achieve an impactful momentum (Haereid & lndregard,2015) it is crucial for SMEs to emphasize the
economic aspect of marketing on online platforms such as social media marLeting, email as well as
visualizing their concepts and value proposition to aid customer attraction and patronage. (Stokes,
2000).

5
 TABLE Ji COMPARIfiOH OF FEATURES.• MRGE FIRMS VS. SM£S

LARGE FIRMS SMES

Large firm sI2e Small scale firms
Ample resources (capital, equity, credit) Limited resources (internal findings)
Experience, portfolio and specialization Limlted experlence/no speclallzatlon.
Higher market share Small market share
Brand ldentlfy No brand ldentlty or very limited
Higher net income growth, lower cost/high Lower net Income and no ecDnomy of scale
efficiency
Very complex \n structure and management Flexibility and agility due to no complex
structures.
Slower decislon making and bureaucratic Faster decision maklng
Difficulty to respond tD changlng external Flexibility and agility due to no complex
envlronment structures
Resistance to change Entrepreneurlal drive, motivation, rtsks-seeklng
behavieur and perseverance
Complex process to manage customer relations Proximity to customer relations
Liability of belng tDO big Liability of smallness and newness
Complicated productlon lines/processes Non complicated production and absorption of
demands
Deployment of advanced ICTs to manage Llmlted deployment of lCTs, but flexibility of
buslness processes adaption
Legitimacy, social ties and networks No or limited legitimacy and acceptance, no
social ties and limited net works.

With the passage Df time, the term "Digital Marketing" was motivated by a specific term relating to
marketing of products and services using digital platforms. In general terms, tt could be explained or
described s the prDcess Df integrating digital technology fDr business operations to attract customers
interest, support brand maintenance and growth, ensure customer retention and significantly
improve sales, in the opinion Df (Kanan & Li, 2017). Hence it can be described as an agile Technology
led framework by which organizations work together with consumer and othet stakeholders to
develop, generate and retain value of the brand product and services rendered.

Digital technologies In all manners have the potential to evolve above all manner of traditional
media channels and marketing communication, in the process ensure the marketing mix. The use of
digital media in the process of carrying out mari‹eting practlces has seen the appIicat\on of digital
tools such as emails, mobile marketing, search engine optimization (SEO), pay-per click (PPC), viral

6
marketing and social media (ScharT, Dickinger & Murphy, 2005). Technological tools help to improve
interaction between customers and service providers. The consumer brand relationship enjoys a
sustainable growth to creating brand awareness and generating customer interest Aaker, Benet-
(Martinez & Garolera, 2D01)

Marketing Strategies

Colloboratan

Consumer Search

w‹un
Contextua! Customer Value
lntenctlem

t Environment Outcomes

rhe framework for research In digital marketing

Source: Kannan and Li, 20G7. Figure 1

The above structure describes a central communication perspective in the marketing process and
techn 9ueswhere new and Improved digital technologies continue t0 impact the structure and
mode of carrying out business operations. It Involves nat only Identified components, but also clear
configuratlons between the established components. The system also emphasised the focus on
clarifying the role digital medla plays that may affect the inside and outside of an organization, as
they are set-up to Improve customer growth and perceived value of the organization.

The use of digital media platforms in marketing helps in accelerating and enables more interaction
with customers to get feedback that could be beneficial when making projections for expanding the
target market. This analysis further gives an Insight Into the different types of digital marketing that
could be practiced for effective brand performance:

Interactive marketing

Interactive marketing is a way to engage with customers through dynamic content like hierarchical
Information, personalized content, visual storytelling, bidirectional etc. a primary goal of interactive
marketing is to make a brand content relevant and engaging with customers. Interactive marketing
relies on customers expressing their preferences so that marketers can create more relevant
marketing messages. Unlike past out- band marketing, interactive marketing creates an Interactive
dialogue between a company and iu customer Hajli et al., (2017). Advertising Is a process that
follows customers rather than directing them. Whenever customers are asked to provide feedback,
express their personal preferences, or prodde demographic Information that serves as a guide for
marketers when making brand adverts ( Montgomery, 2018). Interactive marketing can take many
forms, but search engine marketing is one of the most common. When a customer enters a search
engine, the ad Is served on the search term. For instance when you search for shampoo, you may
see ads for hair care prodtxts.

Personollsed content

Personalized content uses advanced technology to collect data about customers geographical,
demographic and lifecycle information. The benefit of a personalised content includes applying a
system that creates profiles for various customers and as well can be adopted In targeting certain
individuals to create a personalised, relatable and meaningful experience, os it motivates customers
to interact more with the brand content by shortng their experience or feeling about the brand with
others which can be a massive factor in boosting a brands marketing strategy and increasing sales
(Galetto, 2016)

Loyered Information

Layered information is adopted when the purpose of the advertisement is to educate customer
about the brand name, product or services. This method provides detailed information about
certain business activities. It is crucial to deliver detailed information through this process viewed as
small Increments with the ability to tell the brand mission and vision applying small amount of
information delivered in a quick easy to read snippets that subsequently reveals more information to
customers who might be interested. Layered information could be structured along a two —way
Interactive process, using tools such as videos and puules whkh provtde a more powerful
experience to customers (Galetto, 2016)

Digital marketing and sales

Several research and reviens have shawn a signifiant relationship between digital marketing and
sales. Digital marketing ensures new customers are been reached and provided requisite
personalized communication to the customers, therefore ir›creasing awareness and sales Jain, (2014,
Jasongo & Kinyua, 2016). Small and medium —Enterprises could adopt digital marketing platforms
such as social media, emails and the very latest social technologies which are relatively cost effective
and ensure an easy access to potential customers in creating product awareness (Kinyua, 2016).
Marketing executives should make a conscious effort to engage target audience by visually
portraying the brands product and services as the intent is to tum your audience or viewers Into
buyers. Digital selling plays a crucial role for driving rev'enue. A well designed dig"itaI selling process is
structures around maximizing the opportunities and benefits provided by digital tools.

Measurement of digital marketing effectiveriess

A significant observation on the increased measure digital marketing plays on the business
landscape dynamics has increased recently . Digital marketing tools can be applied in measuring
business success through various metrics that are obtained by entrepreneurs. (Gregorio, 2016). The
method used to measure digital marketing effectiveness could be through analytics which is
accustomed In most digital marketing devices (Fernaandez & Bharathi, 201S). Information derived
from sourced data analytics assists businesses with making a precise driven future decision, by
providing the required messages to customers at the right time, and for the right value. There has
been an increase in intuition-driven marketing, Indicating a significant relationship between big data
analytics and digital marketing effectiveness.

Data presence and Insights complements digital platforms, therefore offer markets a great
opportunity to carry out inference on the applied data and make the right decisions (Jain, 2014).
SMEs would continuously learn how to Improve their performance through accurate measurement
performance appraisal for each campaigns or advert done on brand product and services. (Gregorlo,
2016). It Is very helpful from a business perspective to connect with the target audience with the aid
of touch point and message broadcast.

2.3 DIGITAL MARKETING STRATEGIES

Digital marketing strategies are geared towards providing the necessary support needed for
businesses to achieve specific goals through carefully selected marketing channels such as paid
media, earned media, and owned media respectively. Running a digital marketing campaign without
a strategy is like exploring a new city without G.P.S. many wrong turns can lead to both frustration
and unnecessarily long walks to reach a desired destination. This analogy could be applied in
situations where marketers approach digital marketing without necessarily mapping out a well
defined strategy to promote a brand on the digital space. Increased success in technology that
Integrates organizations Into marketing strategies emphasizes the need for an In-depth analysis of
digital marketing strategies (Gibson, 2018). Strates« changes to customer-oriented marketing
campaigns provides an opportunity for companies to participate In a new era of marI‹eting
strategies, with the aid of relevant digital tools In order to meet key marketing expectations.
(Gibson, 2018). It has become pertinent than ever for small and medium scale enterprises to
patronize specific digital marketing tools for utmost performance and cost efficiency. (Partrutiu
Bakes, 2016).

2.3.1 KEY FACTORS

Some of the applicable forms of digital marketing Include:

Website

Internet usage and application has increased tremendously in the past decades as websites have
become a dependable too for public communication, extensively serving both private and corporate
needs. Websites are basically structured to intensify the business-to-customer interactions, as a way
of engaging brand promotions which is quite synonymous to the objective of digital marketing.

9
(Guinaliu, & Gurrea, 2fXf6). Simply put, websltes are created by organizations to deliver information
in form of advertisement and enlightenment to existing and prospective customers. It influences
customer's perceptions of certain brands or products they might be interested in. (Kolesar &
Galbraith, 200).

Pay-per-click

Pay-per-click (PPC) Advertising services

Source: [Link],2019 figure 2

As indicated in the diagram above, pay-per-click ads on the internet are provided by search engines
and social media to help customers get access to certain brands as well as make reasonable payment
in the process. This service is essential to calculating the number of people who can click on an ad
and as well target specific persons based on demographics or locations. (Barone, 2020). Basically this
is a way to ensure customers buy their way to visiting a company's site rather than trying to acquire
the visit organically. This allows advertisers to bid on search engine sponsored link and ad
placements when someone searches for keywords that are relevant to their business offering.

Content Marketing

(Pulizzi & Barrett, 2fXIS), believes content form of digital marketing applies a format that includes
engaging various customers by creating and sharing of content. These specific contents are usually
disseminated on blogs, videos, E-Books and info graphics. Increase of traffic on the company's
website to aid brand building is basically responsible for adopting this digital marketing strategy.

Emoil Marketing

Email marketing is a powerful marketing channel, a form of direct digital marketing that uses email
to promote a company's product and services. Integrating with the marketing automation efforts, it
helps customers aware of the latest items and offers. It can also play an important role in the
adopted marketing strategy when It comes to lead generation, brand awareness; relationship

10
building or retaining customer across different types of marketing process (Adikesavan, 20l4).Email
marketing can improve the relationship between the organization and the customers and promote
the reputation of the business and aid customer loyalty

Social Media Marketing

Social Media

Social media is an interactive technology that enables the generation or sharing of relevant
information, opinions, career goals and other forms of persDnal expression through virtual netwoc£s
and onllne communltles. Social media marketing uses online social media tools to create products,
services, information and ideas for consumers Dahnil, et al., (2014). These tools empower the
organi2ation create lots of Information and foster collaboration between social media users who are
already existing or prospective customers to a particular brand. It is estimated that there are about
3.6 billion social media users' worldwide (number of social media users' worldwide (statista, 2020)

A prime on sodal medie marketing

Source: Heather Schmitt, July 17, 2021 figure 3

Affiliate Marketing

Affiliate marketing is a partnership programme that allows individuals to become affiliates and
reward their successful referrals to the business. Affiliate marLeting programs depend on what is
considered a conversation. This may be in form of a visit, purchase, or registration to a website or
page. Affiliate Is typIca\Iy provided with a commission system that includes performance levels based
on conversations. Affi1Iate marketing is an inexpensive way for business to Increase brand awareness
and customer base (BrDwn, 2009). It becomes easy to attract customer's attention by engaging in

11
unique marketing activities. Affiliates in most cases take the risk of marketing brand products and in
the process receive commission on each product ( Duffy, 2005).

Viral Marketing

MarLeting is considered viral when it comes to being shared by the general public, not |ust the target
audience. Once this is done, the message will appear in almost every social media feed. (Adamic &
Huberman, viral marketing aims to get people to share their products using existing social
networks with family and friends. Some products and services are easy to advertise via viral
marketing as they could be observed Dr Communicated as part of a fast digital marketing strategy
(Jurvetson, 2000). There are numerous opportunities attached to viral marketing as it gives
effectiveness and visibility to a brand product. Customers easily make recommendations for others
to make patronage especially when the value proposition matches their expectations (Huberman,
2007}.

Blogs

A blog is a website that contains written content about a topic. Most blogs allow readers the
opportunity to comment on blog posts. Blogs offer many benefits to help build up an effective digital
marketing strategy. With the presence of search engine marketing tools like goggle and yahoo,
brand communication becomes easily structured along a direct two-way communication pattern,
whereby a direct conversation between the brand representatives and customer can be achieved.
(Wright, 2006). Blogging allows bloggers to tell many stories about your brand, which creates a
competitive differentiation, therefore helping the company in setting up a competitive edge ( Jain R.,
2014)

Some other forms of digital marketing include:

• E-Commerce Marketing
• Mobile Commerce Market ng
• SMS Advertisement
• Video Marketing

2.3.2 IMPLEMENTATION

Online platforms and other digital media have transformed marketing. Implementing digital
marketing strategies for organiza!ions who are motivated to maximise the vast potentials availed by
digital platforms seek the need to expand the business reach and consistently bulld capacity.
(Chaffey D.. 2006). Implementation of digital marketing is essential for SMEs , especially when the
adopted strategies are in line with massive proportion of vulnerable internal business characteristic,
such as constraint in financial capacity and limited human resources , naturally compels them to
embrace digital platforms and explore how it adds value to their business operations Boyd, and
(Ellison. N., 20£t7).it is recommended for SMEs to engage customers by communicating brand
products and services in simple and transparent user friendly approach to aid attraction to their
brand. Digital marketing exudes Interaction and reaction, hence becomes pertinent for marketing
managers to adopt marketing strategies that consistently promotes their brand in a positive Ilght.

12
(Teixeira,2018). There are basic rules when properly applied ensure owners-managers can be
assured of reaping positive benefits on Investments. Otero et al., (2014) SMEs may struggle tD
implement Web 2.0 technology, as a result may lead to competitive disadvantage Klm et al., (2014)
therefore becomes crucial to adopt and apply relevant digital marketing strategies for consistent
organizational gr0wth.

2.4 RELATIONSHIP BETWI£N DIGITAL MARX£TING AND SMES

Further developo›ent and application of digital technologies presents a great Incentive, yet typically
challenging and tricky for Small and Medium Enterprises (Ma2zarDl, 2015). Certain potentials which
indicate the commitment of SM£s leveraging on emerging digital technologies that by history have
been dominated by larger firms proves a change in the dynamics, therefore embracing the prospect
of testing their potential in the international market and other competitive business environment
they compete in (Mele, 2013). SMEs obviously have constraint of limited resource, which requires
them to be creative when Investing In or applying marketing strategies with the sole intent of
reaching out or projecting their brand to a wider consumer group. (Mazzarol, 2015). At this point the
application of an effective digital marketing strategy, becomes inevitable to their continued business
growth as its significantly cheaper than the conventional marketing. Marketing contents on digital
platforms can be very effective and cost efficient for SMES when properly applied (Brown, 2009).
Established digital marketing platforms such as viral marketing, social media, blogs, etc are
propelling tools when properly applied can connect with a wide range of audience., ensuring new
target interest or audience as well as establishing viable relationships with customers and relevant
stakeholders (Barone. 2020). Digital marketing ensures proper engagement with prospective
customers and perceived investors using different platforms. Evidence which shows the benefit of
SMEs adopting the digital marketing business strategy In respect to HMA (2018) is highlighted
below:

• Develop brand awareness

• eoost their visibility
• Increase sales
• Increase online conversation rate
• Reduce their marketing budget
• Improve customer engagement
• Influence purchasing decisions
• Generate leads
• Tract their return on investment

2.5 EFFECTS OF DIGITAL MARKETING IN SMES

2.S.J Growth of company

Digital marketing provides cempanies who fall under the $MEs business category with a very strong
growth outlook. (Insight success, 2020). Digital marketing strategies enable SMEs to powerfully

13
portrait and promote their brand products and services using relevant online medium, which helps
In achieving a sustainable amount of success (Chaffey, 2020).Haven established as the most
Important way to access the wider audience by showcaslng their brand products and services In an
appropriate manner. (Insight success, 2020). Digital marketing is the essence and core of small and
medium —shed enterprises growth and a realistic way to manage expenses without necessarily
limiting product and serdce exposure (Chaffey, 2020)

The Strategic awareness generation and adequate Integration of effective digital marketing
strategies and patterns have the potential to guarantee the competitive, comprehensive and
profitable accomplishments of SMEs companies. (Insight success, 2020). A lot of emphasis should be
on the conversation rate between the company and customers. Such Is crttical to evaluating certain
marketing performance, hence entrepreneurs implore digital marketing tools to achlwe high
conversation rate (Jain, 2014) digital marketing strategy ensures new customer acqulsltion, buslness
knowledge expansion and improved sales, contributing to the overall outlook of the business
objectives (Jangongo & Klnyua 2016)

2.5.2 Brand oworenrss

Brands are more than labels and icons. They reflect consumer expectations, feelings about the brand
products and services. Consequently, the brand really lives in the minds of people (Kotler et al.,
2013). Therefore, a good and profitable brand has a high market reliability, which indicates that
consumers have a comparative influential impact on the brand (Keller, 2fXf3).brand awareness
depends on the power of the product links. A memory trace that represents the ability of a customer
to remember and identify a brand under various circumstances is quite significant. The most
important marketing goal is to create brand awareness (Bija & Balas, 2014)

Digital marketing is very important for rand awareness. Digital marketing enabled by digital
technology ralses awareness through Innovation, consumer experience and consumer connections.
(Kannan & Li 2Œl7). Validating the significance for creating a strong online presence, through
integrating the required neMork and marketing deployments by organisations. (Teixeira et al.,
2018). Digital marketing is known for its revolutionary impact on business and subsequent significant
impact on brand consumers. lt beœmes pertinent for organisations to facllitate consumer
connections at all times. Makrides, A., et al., (2020). Digital marketing platforms like social media
helps SMEs Increase brand value through networklng, Interactions and communlty development.
Karamlan et al., (2015). Through this process, brand names can have significant Impact on customers
accordlng to (Bhati & Verm, 2018). Branding attempts need to be balanced with developing a
framework for deslgning and implementlng technological and digital brand presence. SMEs can use
digital marketing to bulld relatlonships with existlng buyers, therefore lnfiuenclng their personal
view of the brand by shartng their own perceptions In communlcating with potentlal customers.
(Krtshnapabha & Tatunlka, 2020)

2.5.3 8vlldlog trust

it is essential that SMEs build trust among their customers to retain them with their brand Ruyter et
al., (2001). When buying the brand, trust is an essential element, such Is the case \n practice
consumption. It creates a long term impression in the minds of the customer. Liu et al., (2012)
repeating buying behaviour can be achieved when consumer have trust In a brand, therefore
building consumer trust is crucial to the sustainability ol SMEs (Enehasse & Saglam, 2020).

Brand trust is strongly influenced by digitalized communication channels on purchase decisions.

(Schivinski & Dabrowsti 20l6). Digital marketing ensures SMEs keep in regular contact with
customers, in the process fostering good relationships Akhtar et al., (2016), is of the opinion that
adoption of digital marLeting strategies enables SMEs to realize significant benefits and promote
competitiveness and increase their investment in visibility through web-based networking channels.

Consumers can now track business activities on new digital platforms and provide feedback. This
two-way interaction process goes a long way in building consumer trust in a brand. SMEs must also
respect security and privacy measures to strengthen consumer cenfidence in the brand. Accerding
to (Steenkamp & Geyskens, 2006) cited in (Kannan and Li, 2007), one of the key findings is that
consumers trusted more in the nature of the web with the safety and security of privacy and
personalization in their assumed personal value.

2.5.4 Customer engagement

Businesses and researchers continually show understanding on the value of providing quality
customer service and committed customer network. Optimizing customer's satisfaction and
engagement are top priorities of marketers Grewal et al.. (2017). Customer commitment requires
the strength of the individual's presence and concern for corporate services. Vive£ et al., (2012)
there are many topics related to consumer interaction, such as interpersonal links between the
companies its customers, customer service and shared consumer perception relating to digital
marketing practices Raeisi & Lingjie (2017).

Digital mar1eting is a transformative platform Chat enables a complete customer experience from
product information to assisting consumers. Applying a wide range of Lnowledge, customer
engagement, combined with structured resources, to evaluate consumer preference and behaviour,
therefore enabling a means to identify new patterns, envision new possibilities and get predictions
for the future. (Insight success, 2020). Digital marketing engages customers and encourages them to
interact with the brand through digital channels Yasmin et a\.. (2015).

6 THEORETICAL cLA I \NORM

The purpose of the concept discussed in the literature review is to validate the objective of carrying
out the report, which is largely based on the possibilities of exploring digital marketing strategies
and resources critical to a sustainable growth of SMEs and ensure health competition with larger
companies in the market space. A well incorporated digital mari‹eting strategies help grow business
by creating the needed awareness to attract new customers and retain existing ones (Chaffey.
2020).numereus digital platforms are being set- eut to ensure businesses ($MEs) are able to build

15
and keep contact with customers on a regular bases, receive feedbaCk that hefps in making requlred
improvement in their product or service delivery to respective customers Teixeira et., al (2018)
therefore creating a visible online brand with good vąlue proposition and easily influence the
customer buylng behaviour (Schivinski & Dabrowski, 2016). The reseaccher consulted a few theories
that cou\d be refevant to the study; however would emphasis the theory of consumer engagement
as a connecting factor to Justify the need for SMEs to engage in digital macŁeting of their brands, tD
crea‹e the needed awareness, for effective customer engagement and brand associat\on.

3.6.1 THEORY OF CONSUMER ENGAGEMENT

According to Van Doorn et al., (2010), censumer engagement is defined as the behaviourał
interaction of a customer with a particulac brand or company, beyond purchase that motivates
customers association and loya\ty in their purchasing journey. The basis of consumer engagement is
widely used in industry and businesses by managecs and consultants around the world Gambett\,
(Craffigina & Biraghi, 2012). When a company succeeds in adapting and facilitating an innovative
approach while buildlng long-term relationships with its customers, it is catled consumer
engagement \sashi, 2012). Customer engagement is focused on being p‹ioritised especially among
competitors in order to gain brand loyalty. Faithful customers not only remain stakeholders, but also
creatlng great value and high business equity to meet the needs and wants of customers, (Akhir,
2012). \n today's business environment, socłal media is an important channel lou online consumer
engagement. Although the term engagement still lacXs a clear definition and application, the
concept consumer engagement has received the most attention among entrepreneurs. Digital media
is popułar and essential fer business as it facilitates a two-way communication, as it reaches all ages
and demographics (Oivya & Regi. 2014). Oiscussion forums, chart rooms bulletin boards, ema\ls and
social media networks ace example of networking platforms that create interactions and customer
expe‹iences Bcodie et al., (2011). Dedicated customers can also play an important role in developing
new products and services, and co-creating experience and vałue. (Wang, believes that
consumers can be może sensitive to brands if they are deeply Involved In the media vehicles. Digital
media enable companies operating as SMEs to consistently grow their brand because ef iu low cost
impllcation and minimal techntcal requirernents Fecrer et al., (2012). SMEs owneis ale in position to
maximise the potentials of digital marketing as it gives macket access outside their immediate
geographical area, without necessarily requiring a physical presence (Siamagka, Christodoulides,
Michaelidon, 2015).

16
This part of the study 1s designed to show how data was obtained In an attempt to optimize the
research, based on Insight In the theories and constructs, which helps us understand the effects of
digital marketing on SMEs. Data collection pattern further indicates the entire procedure of the
interv'iews performed. Subject to the aim which is to identify the effect of digital marketing on
SMEs, this research would be carried out adopting a qualitative interview approach Kallio er,
aI.,(2016) the need to Identlfy, explore and capture rich data relevant to the study motivates the
reason for adopting such a approach (Bryman & Bell, 2015). Effort would be made to have an In-
depth grasp of knowledge on the digital platforms relevant to applying digital marketing strategles
on SMEs and provldlng answers to the research questions using this design. It Is hoped that
significant recommendations would be offered to mitigate the Gap In theory and research that Is
fundamental to the study.

3.1 RESEARCH APPROACH

3.11 Inductive Method

To conduct the research, an inductive research method was applied at the start of this study with
the findings of previous research. Furthermore, the outcome of this study would be presented at the
end of the research process. A qualitative research was also applied as an inductive research
approach to explore its essence in qualitative analysis, allowing researchers to start their findings,
assumptions and suggestions, at the end of the analysis process and the result they produce.
(Bryman & Bell, 2011). Identifying an inductive analysis as a critical tool when exploring salient
trends, via observation and creation of interpretation theories through a series of hypothesis
becomes vital, (Benard, 2011). No ideas or assumptions contributes to the inductive experience at
the initial stage and researchers may modify the research process after development of the
research, phase (Bryman & Bell, 2011)

3.12 Qualitative Method

Qualitative research is an exploratory research in which researchers use terms to provide

explanations, perspectives and motivations for review. Qualitative analysis aims to deepen the
dilemma and refine theories and concepts (Bryman & Bell, 2015). Common qualitative data
acquis"ition techniques used in business administration include: interviews, focus groups, ratings and
behavioural analytics. By comparison, grounded theory dataset analysis can also be used as a data
acquisition tool for a qualitative research.

This study implements a qualitative research method whereby response will be represented by
relevant descriptions and a detailed evaluation resuh, and most significantly suits the identified
respondents companies in both Sweden and Nigeria, as they play a crucial role to the primary data
collection and further analysis in this study. This approach was selected due to additional questions
during the interview process needed to achieve or improve the result of the analysis. A semi-

17
structured approach was also used, suggestins that the relevant article adheres to qualitative
method.

AZ DATA COLLECTION METHOD

Data collection is a method for collecting and evaluating analytical indicators, test variables in a
structured way to help answer specific test questions, test theories and analysis results (Kabir, 2016)

3.2.1 Primary data collection (interview)

Interviews include answering questions and collectlng answers from surveys. The Interview pattern
can be structured to involve individuals, face-to-face, as well a group face-to-face interviews. (Kabir,
2016). h can be done directly by email, phone or through various apps such as; Zoom, Skype,
WhatsApp etc. It can take the format of a structured, semi-structured or unstructured interview.
Interviews for this study were conducted using Zoom and Google meet, hence adopting the semi-
structured method.

A thorough search of SMEs in Sweden and Nigeria was carried out, with the help of Google search
engine to achieve relevant results prior to the conduct of the Interviews. Through the displayed
result, I identified the website with the top 50 SMEs In Sweden and Nigeria, making available the
company's website link and information. I then applied the provided link as a search tool for
companies contact email address. Subsequently an email was sent to approximately 20 companies
requesting an interview for the sole purpose of this research. However, out of the contacted
companies, 13 responded to their emails but only 5 companies made a participation comm”itment
for the interviews.

On receMng the feedback from the companies, I proceeded to arrange a convenient time and date
for the interview using Google meet as the Interview could only be conducted online as a result of
the complications and restrictions brought upon by the covId-19 pandemlc. 5 companies were
Interviewed for this purpose.

The first company (company A), whose company name would not be disclosed In line with
company's privacy policy, operates a gaming and data business. It Is an Internet SME outfit whose
business centres around developing websites on video games for consumers and companies within
the video game Industry, haven been in existence since 2015. A small scaled company resident in
Vastra Gotland's Ian, Sweden. Its mode of operations Is similar to that of Wlklpedla, providing
gaming services on Its website which Includes user search, comment; add gaming details and user
login account. The interviewed company had 10 employees. Two employees of the company who
were the manager of product deslgn and lead buslness manager were Interviewed respectively. (For
more information on the company and respondents, please see table 2 below)

The second company (company B) Is In the buslness of selling customized maps and posters on a
global scale. It provides technology which allows customers choose IrrespectNe of place or region
they are resident in and as well design their own unique map prints. They have a huge cliental
resource that is majorly based In America, Asia and Europe. Founded in the year 2014, Is located in
Stockholm, Sweden. it is an SME with 16 employees. I managed to interview the head of marketing.
(For more Information on the company and respondent, please see table 2 below).

The third company, (company C) operates in the education sector and is classified as a SME.
Founded in 2017, the company is located in Stockholm, Sweden. The company's value proposition is
recognised as a reference collecting and bibliography creation tool for people who value simplicity,
and speed. The company's main business attraction Is maklng It easy for students, academics and
writers to use references at work. It only has 10 employees whose works are remote based and the
founder was Interviewed for this purpose. (For more Information about the company and
respondent, please see table 2 below)

The fourth company (company D) plead to remain anonymous for this study in line with company
privacy policy, are an SME who are vested In the logistics operations business. It Is located In AbuJa,
Nigeria founded in 2015. Their business services Include flight and hotel bookings for exclusive
customers. It has 14 employees. The researcher managed to get hold of the marketing manager who
provided the needed information for this study. (For more information on the company and
respondent, please see table 2 below).

The fihh company (company E), whose name cannot be disclosed due to company's privacy concern
operates in the health care sector (Dental clinic). Founded in 2018, is located in Lagos, Nigeria .It has
12 employees and the CEO was interviewed for the purpose of this study. (For more information on
the company and respondent, please see table 2 below).

A semi-structured interview approach was adapted to thls study. This approach was considered
appropriate for the survey to encourage respondents to express their views without necessarily
holding back any information relevant to the study. The questions In the analysis draft were created
and addressed to respondents in a spetific order to steer the flow of the Interview. Interview
questions were strictly related to the research questions. The interview design was made up of 18
open-ended questions, giving participants an opportunity to respond in depth. Information
regarding the company was represented in the first part of the questionnaires. (General questions
consisted of 6 salient questions). Questions bothering on digital marketing were exclusive to the
second part in the questionnaires for this study. A few concerns relating to due diligence was
recorded In the process of gaining precise answers as well as understanding the perspective of the
participants. The time frame for the Interview was 35min-1hr period. Some of the content of the
Interview especially from Sweden was transcribed with the permission of the respondents. (View
Interview questions In Appendlx).

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3-3 ETHICAC
LON5ïDERATlONS

lt is pertinent to consider the ethical implications when carrying out a research. Based on the
recommendations of (Bryman & Bell, 2011), this study observed four ethical elements which relates
to invasion of privacy of partiEÎÇants, weather there was lack of consent granted to the researcher to
conduct interviews, weather the questions in any ray or form caused farm to the panicipants and
study company and if there was any form of deception involved in the process. Ethical practice also
expects approval from respondents before recorded materials can be obtained and applied by lhe
researcher and also ensures that respondents are given the avenue of withholdlng Information
should there be a clash of interest or confJ ict to privacy.

Qualitative research demands respondent confirmation, which Serves as a catalyst for guaranleeing
a clear correlation among the results and perception of the researches perceptlon. (Bryman & Bell,
2011). In simpler words, it refers to the manner at which researchers describe who the test subjects
are by offering a summarized picture of them.

TABLE 2: OVERALL PICTUR£ OF THE RESPDNDENTS Of THE INTERVIEW AND TH£IR RESPECTIVE
COMPANY ROLES.

S/N COMPANY SECTOR POSITION DURATION INTERVIEW

CONDUCTION
Gaming / Data Business leader & \/la Google
1 Company A Product manager sB min Meet
Marketing
2 Company B Product service manager 6D min Zoom
CEO/ Founder via Google
3 Company C Educationa) 60 min Meet
4 Company D Logistics services CEO / Founder sD min via zoom
5 Company E Health care CEO / Founder 60 min Via zoom

The motivation for choosing the above employees and CEO of the Company for the interview is
related to the significant role they play in the daily business operations of these companies. Their job
descriptions involved making vital decisions for their companies regarding its brand identity and
growth, development of EOmpany with respect to brand projections and promotions, and direct
involvement in the digital marketing process of their respeEtive organizational brand products and
services.

2D

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3.5 DATA ANALYSIS

This was carried out by the author, writing down the observations and themes (proficiency)
according to the template analysis recommended by King and (Brooks, 2017). This was followed by
further development templates through pre-coding, clustering, initial template creatlon, application
and short interview analysis, As suggested by (Bryman & Bell, 2015), the author approached the data
in content analysis settings to execute and code the data. This entails grouping participant reports
into codes for problem solving. It is expected that the coding will be guided by the research
questions for the purpose of recognising recurring patterns (Neuendorf K.A., 2016j. Secondary data
has been obtained as well as empiric data that correlates the theoretical results. With the aid of
relatable literature, the study introduces and defined certain terms based on the perception of
scholars.

Content analysis technique was used to analyze the primary data. This survey method is used to
identify recorded communication by categorizing or coding the text and then analyze the findings.
This survey method Is used in both qualitative and quantitative analysis (Neuendorf, K.A., 2016). The
transcribed interview was categorized by key word such as SMEs, digital marketing, digital marketing
strategies etc.

3.6 REMABILITY

The reliability of the study largely relies on the level of accuracy of the tested results (Bryman & Bell,
3011). This could be determined by testing the accuracy of different outcome related to the study
over time, recognising different observers and salient parts of the analysis in question (Middleton,
2020).

Seminars were observed which an opportunity was for the supervisor and respective opposition
colleagues to provide advice and make recommendations as to proceed better on the research.
Relevant literature to the research topic were consulted and applied as they were integral to writing
the literature review analysis, pivotal to establishing the formant adapted to the questions for the
interviews. Data collected was subsequently transcribed with the intent to avoid errors and enhance
accuracy. Hence, imploring a great deal of attention and caution, towards guaranteeing a significant
level of accuracy and reliability.

3.7 VAUDITY

Validity is related to the reliability of the study results (Bryman & Bell, 2011). In order to arrive at a
more relevant result, the need to make comparison with the theoretlcal framework by establishing
the essential literature- based questionnaire becomes a perquisite (Sunders et al., 2009). This study
applied several literature materials some of which includes; (Krishnaprabha and Tarunika 2020),
(Mingione and Abratt 2020) (Enehasse and Saglam 2020), Akula, (2015), Savey et al (2020) (Telxelra
et al., 2018) (Bala and Verma, 2018) [Link] create an interview survey. Thls paper was also validated
by Investigating Issues using digital marketing, SMEs In relatlon to all flve companles that were
integral to this research.

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4. EMPIRICAL FINDINGS

This seEtion of the study reflects the data collected from the interview. The interviews were
conducted with the support of few persons, whose professional experience includes practical
knowledge in SMEs for a significant number of years.

4.1 RELATIONSHIP BEYWEEN SMES AND DIGITAL MARKETING.

Digital marketing plays a significant role In the growtn and success of companies who operate as
SMEs, in the opinion of the marketing manager of Company B. He further emphasises that;

the buslness operas/one of his company has largely relied on the serv/ces of digital marketing
ensuring never to patronize traditional marketing as digital marketing is cost effective and has a
globcl reach“

Company A and C, who are in the business of providing gaming and educatiDnal serviEE5
respectively, have always adapted digital marketing model In conducting thelr business operations
and promotion activities. Finding out about new interests of target audience/customers on their
gaming preferences, quality and pleasures, Is basically carried out by company A wlth digital
marketing tools. They have also accessed new business proposals, nigher more qualified employees
and increased network us1ng the digital platforms. CompanyC gives students/readers access to fts
catalogues for specific references and bibliography due to the fact that it operates on digital
platforms that are relatable and accessible, therefore provTdlng them with loyal customers, integral
to its business growth.

Company B suppliers distributes their products to numerous customers globally, hence digital
marketing has ensured that they are able to reach a wide range of customers. The ab'iIity for them to
reach out to a large range of customer wlthln a very short perlod Is one of the benefits galned in
patronizing digital platforms, according to the respondents from this company. They are also able to
Identify and apply effective advertisement In promoting the brand on their website. This Is also
applicable to other companies, as communicating to respective global audience/customers can be
crucial.

Company D has a strategy of uslng digital marketing tools to attract and make It easier for customers
to patronize their services. Customers are able to obtain information relating to different packages
and offer that that they may enjoy when they patronize the companles services as Indicated on thelr
website. Logistics services being offered by Company D are accessed using mobile phone app that
could be downloaded on the customer's phone, thus ensures that the company has a cheap, direct
and effective method Of ITlZfketing their brand and SgFViEes to existing and potential customers.

Company E has been able to attract new customers, by informingthem about the benefits of
patronizing their services through digital platforms. In cDnducling the digital marketing, certain
information relatlna to the latest equipments and technlques applied In carrying out dental
operations /services were advertised. This goes a long way in alleviating the fears of EUStomers who
may have concerns about dealing with post dental operations pains and inconveniences.

22

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Table: 3

COMPANY USE OF DIGITAL MARKETING TOOLS

Company A Very High
Company B vew High
Company C High
Company D Moderate
Company E Moderate

4.2 DIGITAL MARKETTNG STRATEGIES TN SMES

Company B emphasizes how the compąny monitora and carries eut its digitąl mąrketing activities on
a regufar basis. The company a)so hired more marketing employees in the past 3 years. Company D
channelled lots of focus on posting exciting contents as they relate to the business activities on social
media, coming out as a very successful strategy for them. Company E strategy was designed towards
creating the mobile app and markets the business through affiliates. Meanwhile, same respondents
stated hDw their businesses do not necessarily have a digital marketing strategy in piace as same
company's activities have not been promoted by a specific digital medium. The continuous value of
social media could usher in an opportunity fDf them to identify relevant connecting networks to he(p
attract new customers and project the brand. Company A vlews the digital marketfng approach as a
daunting task due to time constraint and limited human resourEes. Shortage of working capital was
also a factor to this perspective. Other respondents in this context tdentlfied the need for ali
organizations to apply an effeEtive digital marketing approach. Company C took a similar view with
Company A through its respondents, however went further to state that ft woutd definitely consider
a digital marteting strategy should they decide to setup a new company or sub-company.

Table: 4

COMPANY USE OF DIGITAL MARKETING STRATEGY

Company A NO
Company B Yes
Company C do
Company D Yes
Company E Yes

All the respondents use different use different forms of digital marketing tools and platforms. Some
of the most used marketing platforms by these respective companies include:

Pay per click

This marketing platform was adopted only bg EOmpany A. the company adopted this marketing
platform at the start of b usineswsh, ich generated some notable revenue however,failedto keep up

23

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with it at some stage, as it became difficult to realize continuous benefits and incentives from the
platform.

Content marketing

All the respondents applied this marketing platform at one stage or another in their business
operations, especial with regards to brand or product promotions. Company B continually operates
on the content marketing platform. It impiores professional marketing to handle its Eontent
marketing. They are of the pinion that the beneFtts of using this platform are subject to the ability to
produce the right and impactful content. Company E set-up health tÏps content on soEfal media
which helped them build ali audience/EuStomer base, integral to marketing the activities of the
dental clinic. A respondent noticeable described this platform as time consuming.

Email mari‹eting

This is a very popular marketing platform used by all the respective companies to connect with their
numerous customers on a regular basis. Company A csrry out marketing 6ctivities within a 3-6 day
period with sEhedule email. This process allows an effective communication channel between the
company and its customerç.

Social media marketing

The social media marketing being a more trending and viable platform, make it a no braTner for all
the companies to adopt it in their digital marketing strategy. Company B largely depends on soEial
media and also identifies it as a problem. Therefore are considering other alternate strategic
platforms in other not to be solely over reliant on social media. Company A also depends a lot on
social media platform and notable one of its channel known as “discord". Both companles A&B
respectively, believes that some social media channels such as instagram, facebook, etc were not
beneficial enough for their company and would only recommend them to customer-based products
and educational products. Company E used social media platforms such as Tik-tok, instagram to
promot4 their medical content and market the clinic which was quite successful.

Search engine marketing (sEM)

Search engine marketing was favourably recommended by four out of the five Eompanies
comprising of C ompanyA,; B D and E respectively. The respondents agree that this avenue was a
highly essential and significant marketing tool for companies to promote their brand and most
importantly connect with customers and other relevant stakeholders. However, company C did not
fancy thls marketing platform very much compared to the other companies as the respondents
stated that it wasn't too benelJcial In their line of work.

Websites

This iS obviously the most Significant and accessible tool for companies to conduct and promote
buslness activities. All respondents \n thls case agree that thls platform was hlghly essential and
Important marketing platform for their companies. they accorded it with the highest rate mark and
came highly recommended for current and future buslness operations.

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 KEY FACTORS COMPANY COMPANY COMPANY COMPANY COMPANY E
A B C D
Pay-Per-Click 5 3 Never used 3

Content Marketing 4 7 5 6

Email Marketing 9 8 7 7

Socialmedia 8 9 7 8
Marketing

SearchEngine 7 8.5
Marketing

Websites 10 10 10 10 10

The deployment of digital marketing is quite easy and anyone with basic technical knowledge. These
are words of reflection from the marketing manager of company B. He further emphasises that his
company has implemented such marketing techniques in various platforms which enjoyed a
remarkable level of suEcess. He observed the need to sustain the practice of making vital content of
the company's brand as the main focus of consideration while implementing the marketing
strategies and techniques. The r'ight content is crucial to influencing customer's patronage and
association with the brand. "in the words of company's B marketing manager’ The CEO of company
E said that they require learning how to adopt digital marketing in a practical context, which can be
done by acquiring skills from online platforms. Company D required the services of a mobile App
developer to create a functioning App that suit their business operations- The other two companies,
A and c, have also implemented digital marketing techniques for their marketing operations,
however find it time consuminagnd npt cost effective with some marketing channels.

4.3 Effects of digital marketing on growth of SMES

The yalues and attributes significant to establishing a successful SMEs business is been reflected
upon within the context of the effects of digital marketing on the growth of SMEs, by all respondents

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in this study. This goes on to justify the effiwcy of having in place an effective digital marketing
strategy for a fair opportunity to compete efficiently in the market and gradually grow a customer
based brand that adds value.

4.3.1 Brand awareness

eranding is very significant for the marketing operations of SMEs, says company A. all respondents
agree to the relevanEe of digital marketing towards building brand awareness from a
buyer/customer perspective. infarct, respondents believe that part of the motivation for using digital
marketing platform, was borne out of the need to increase brand awareness to a larger customer
prospective. Therefore validates an avenue for applying relevant digital tools in the light of brand
recognition.

In attempting to raise or create brand visibility, various SMEs apply relevant social media placforms.
For example, company A uses Discord and Google mostly for its marketing promotions, similarly
company C uses Twitch and instagram. CompanY p Is the only respondent that applies all digital
platforms to create brand awareness of their products. Their activities include regular update and
posting of contents on social media. The respondent further stated that they were very progressive
on various digital platforms they applied and managed to attract a significant number of customers.
Their business also plans to invest in online customer interest by sharing contentspecific to their
customer audiences in order to raise the needed awareness of their company. Company E
respondents stated that they have achieved great success in building brand awareness through
content posting on instagram and Tik-tok. Company D relied on affiliate marketing at the initial
phase of i‹s brand awareness building. It subsequently raised more awareness through the App
download on the customers' phone.

We regularly posr share contentson various rocinf medic platform to promote our blond. It is very
effective and efficient to communicate wffh our audience soys the mnrketing manager oJ company B.

Basically, building brand awareness is vital for SMEs with the aid of digital tools. SuCh platforms not
only help companies be visible to customers but also help in recognising target audience for the
company.

4.3.2 Building trust

With the right concent in digital marketing, companies can build customers trust. Company £ had
great success in building customers Eredibility with the content they post on social media. Right
content helps to connect emotionally with customers, says marketing manager of company B. They
further emphasise that digital marketing is cost effective and is integral to building customers trust
in a brand. Part of the measures put in place towards achieving this objective was the company‘s
website content designs and improve security to attract and protect Eustomers interest at all times.
IC is significant to state at Ehis juncture that all respondents c:ommunicate on a regular basis with
their customers getting reviews and feedback for their products, which plays a key role to building
trust among customers. Company A states that customers retained the application of the Discord

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look for patronage, which played a significance effect in attracting new customers, building trust and
most importantly gaining loyal Customers. ^Prioriti2ing Customer's privacy and provldlng quality
services is an integral part of our business”. These are the words from the respondent of company B

Our company prides on values such as customer privacy, which has connected us very well and help
build the seller and buyer trust relatianship over the f'ew years we've been in operation. Customers
trust our company, knowing that we will not sell their personal data under any given circumstances.
(Company B)

In summary, digital marketing platforms can go a long way in connecting with customers on an
emotional level when applied properly. Companies must constantly update and upgrade their digital
contents and security measures to ensure trust. This is vital to gain new customers and retain
already existing ones.

4.3.3 Customer engagement

The impact and engagement on customersis also very much emphasiseed s pecial as it relates to the
need for 5MEs adopting digital marketing platforms been a catalyst for this study. All respondents
indicate that the dlg1taI media marketing is applied to engage customers through a range of
activities. They are of the opinion that it has enabled customer engagement in their respective
organi2atlons and enabled the company to communicate directly with the customers. Effective
feedback mechanism is essential to buildtng and engaging Eustomers. This is the observation of
Company B respondent, hence stating that the 9LIaIiLy of their products improved significantly due
to regular reviews and feedback from their customers, ensuring a significant growth of 80% in the
past z years.

Company D managed to encourage customer engagement with the aid of an affiliate program and a
feedback feature ins1de the mobile phone App. Company A has also enjoyed a sign'ificant level of
growth by engaging customers, using digital tools such as Linkendln and Discord which came cost
fee [Link] newbulness proposas,
loyal customers and investors through these digital platforms.

We adopted Discord plotfarm which is /re'e to use as a primary source of out communication tool
with customers. Thls platform nat only helps us grow as a campany but help in acquiring and
rejoining loyal customers. We are also using this p/of/orm to fire new employees for our company.
Fprthermpre, D's v‹e the linkeldn channel, which is a /it//e expensive, but significant to ocgvir/ng new
business proposals end contacts.

It is paramount to state that respondent's applyied digitaml arketing platforms, to influence, outline
and engage customers. This only ensures that company keep track of customer's opinion about their
product and provide then with the relevant information to make adjustments or improvements pn
their brand products or services when necessary.

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5. FINDINGS/DATA AI\IALYSIS

In this chapter. the author addresses the relation between the empirical findings and the theoretical
framework. The primary aim of this chapter is to improve the thesis by addressing the key concepts
in order to address the researEh question.

S.1 fïf£ATJOõï5fífP BfTWffiV SfHES AHD OffdFA£ MARK£TłHG

According to (Ndubisi and Natarajian, 2006), building a consumer network is very important for
SMEs performance and sustenance in a competitive business environment. This fact is In cognisance
with the empirical data in this study, which validates the respondents' opinion on the significanEe of
building and sustaining a network relationship with customers on a transparent level across all
competing brands, (Hanninen & Karjaluoto, 2017) clearly express the benefits of exEhange
interaction viewed as a two-way transformed data communication process between the company
and customers. Modern online networkİFlg ĘllatfDff¥tS SUEh as facebook, twitter and instagram are
dlgital tools used for evaluatinangd measuring engagement network that enables business to attract
and retain customers and build relationships with them in the proEess. (Killian & McManus, 2015).
This statement is justified in the empirical data, as all respondents are actively engaged in various
social media platforms as well as digital marketing platforms.

(Mazzarol, 2015), believes digital pIat(arms offers SMEs the opportunity to access the global market
and be creative with solutions relating to product/service quality delivery, affordable price and
attractive value propositions to customers. This assertionis in line With the opinion of the marketing
manager of Company B who states that digital marketing is crucial to the survival of the companies
who compete as SMEs. The need to focus largely on digital tools and channels for better
performance and Eost efficiency must not be undermined.

5.2 DIGITAL MARKETINC STRATEGIES IN SMES

Only one of the respondent; Company B, implemented a dłgİtal marketing strategy haven identified
its significance to help carrying out their marketing operations and compete more in the industry.
Company A and C respondents gave a view of not necessarily adopting a digital marketing strategv
Their reason for this was related to capital œnstraint and time consumption also identifying the
marketing platforms as expensive. The further stated that most of the popular SEO, SEM and soEiÂl
media ads were quite expensive,therefore explored the free and effective platforms suEh ąs Discord
and Twitch available at their disposal. Digital marketing processes are mostly cost effective as they
can be implemented in a number of IoW-EOSt ways sUCh as Search Engine Optimization, social media,
and email marketing and digital networks. (Foroudi et al., 2017; Budac, 2016; Karjaluoto, 2015).
Company A and B had some restraint regarding investing in digital marketing strategy. This is in
contrast with the view of (Eid & Ei-Gohary, 3013), which states that companies must be willing to
invest In technologies and build robust digital marketing strategy thąt is incorporatedinto their pre-
sales and post-sales marketing activities. Such process could œmplement a well corporate and
effective application of Web 20 and socïal media, creating two-way and three —way connections with
consumers and companies that can help create powerful CRM channels and improve Eustomers’

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satisfaction. (Mazzarol T, 2015). A very significant effect of digital media platform is the fact that it
supports SMEs to acquire and retain customers, thereby ensuring customer loyalty and brand
association. (Smith, 2012)

5.2.J Implementation of digital marketing strategies

(Laherta Otero et al., 2014) has demonstrated that there are easy policies that, if appropriately
carried out, business owners/managers can be in position to reap the full benefits of their
investment. All our respondents in this study have carried out virtual advertising strategies in their
respective companies. Company B believes that the primary focus should be on content when
executing digital marketing and techniques. The use of proper content material is viewed as a game
changer to influencing customer's attention and subsequent patronage. (Sedera et al., 2016). It
additionally emphasises on benefits of virtual advertising for SMEs and implies it is devoid of any
complications, as anyone with basic or fundamental knowledge should be able to put them into the
right effect. Similarly, Kim et al., (2014) imply that any SMEs that struggle to put into effect some
digital tools for its online brand marketing, such as Web [Link] generation is probable to place itself
at a critical aggressive disadvantage. Commercial studies achieved with the aid of using Accenture
(2014) mentioned in Savey et al., (2020), a global survey of 6000 people, highlights a rising transition
of customers towards Smartphone and tablets. Small and medium enterprises need to fully utilize
the emerging digital technologies, to improve their business operations and boost brand image while
competing in a very challenging business environment.( Mazzarol T., 201S)

5.3 EFFECTS OF DIGITAL MARKETING IN GROWTH OF SMES

Digital marketing has an immeasurable impact on SMEs. It has the capacity to attract potential
customers and enable quality conversations among customers and the business representatives
regarding their opinion and expectations about brands. This helps to increase knowledge, sales and
contribute generally to business development (Jain, 2014; Jagongo & Kinyua, 3016). Digital
marketing policies and procedures lesd to acquiring new customers, brand development, brand
awareness, improved customer experience and engagement. It also ensures cost-effectiveness
essential for the growth of the company. (Insight success, 2020)

5.3.1 Brand Awareness

Several literature researchers such as (Makrldes, et al., 2020, Karamian et al., 2015, Kannan and Li,
2017) etc have on several occasions expressed opinions that correlates to the significance and
efficiency of digital marketing, with respect to improved and visible brand awareness of a company's
products or services. The application of digital media in digital marketing processes generates
awareness through creative customer experience and customer interactions (Kannan & Li, 2017).
There is a general perspective on marketing through digital technologies, being recognized for its
beneficial effects on companies and vital fundamental impact on brand-consumer relationships,
which promotes a healthy interaction between stakeholders involved in a buying and selling process

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Makrides, et al., (2020). Developing brand awareness through networking, engagement and
community growth ls fundamental to the digltal marketing process. This role becomes achievable
with the Influence of soclal media marketing, which ensures a wide range of connectivity with
numerous customers at the same time Karamlan et al., (2015).

An attractable online brand can be created by integrating the network and marketlng placement to
suite customers expectations Telxeira et al., (2018). Business organizations don't just try to create a
media presence around a brond but ensure that Its visibility projectlohs Capture customer's Interest
that leads to consistent patronage (Bhati & Verma 2018). Social media marketing activities helps
Increase brand awareness and favourable brand equlty by raising brand value through networking
interactions and e(fective feedback mechanism (Karamian et aI„ 2015). Several research have been
conducted on matters relating to online brand building with the application of digital marketing,
shows the effects of evolving technologies and the impacts it has on brands who compete as a SMEs
in various industries. A strong digital Image goes a long way in growing the buslness within ever
influential online community Yuvaraji 9S Indumathi (2018). Further research contributes to the
understanding of dlgital marketing on the branding of specific brand.

This study trles to justify the significance of relevant digital marketing channels, whlch includes;
blogging, affiliate marketing mobile marketing, social medla marketing, etc on the sustainable
growth of brands through an established customer relationship In the digital space. All respondents
who participated In the interview process agrees to the Important role digital marketing plays In
building a brand image, therefore it becomes imperative for SMEs companies to venture into this
online process without any form of reservations, further justifies Company B affirmatlon to the fact
that It frequently monltor and share content on soclal media to Increase consumer awareness of
thelr brand.

5.3.2 Building Trust

According to (Schivlnskl & Dabrowskl, 2016) brand trust is largely Influenced by effective and
efficient digIta(ized communication channels which convey the brand information and quality of
respective buslnesses to thelr numerous customers In their buying decision journey. There are lots
of positive association involving digital marketing and the consumer buying intentions Akhatar et al.,
(2016). It Is crucial to reiterate that that as companies consistently invest in web-based exhibitions
networking channels as it has proven to help in increasing turnover leading to greater profits.
Evidence also shows that companies become more appreciated and competitive among thelr peers
when they are able to build credible brands that attracts high level of patronage (Bhati & Verma
2018). A crucial outcome on dlgitally marketing a brand shows customers yield higher trust to the
company's website with privacy/security of their personal data or information and customization in
their presumed personal value.

Respondent from company B suggests that customers trust can be structured with the rlght
information In the digital marketing process. The rlght content must be put up on the company's
website In a way that it emotionally connects with the minds of Its audience or customers. He
further stated that they are actively connected with their customers using digital platforms to get
feedback reviews and suggestions on the quality and dellvery of thelr brand. Company B and C

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consistently upgrade their company‘s websites design and security policy, being their primary source
of marketing channel in building trust among Eustomers.

S.3.3 Customer Engagement

Digital marketing plays a pivptą I role on attractin Band engaging customerson their association with
a particular brand, lnsight success (2020). Tle customer engagement pattern, integrated with
organized resources is designed to assess consumer's behaviour and their attitude towards a brand.
Therefore he1ps generate potential styles, to perceive new opportunities and make possible
predictions for the future Teixe1ra et al., (2018). Effective digital marketing attracts customers and
enEoUrages brand engagement through digital channels Yasmin et al., (2015). This report reflects on
the value of digital media for companies and customers as well as its effects. A suEcessful customer
engagement process must ensure that the digital communication mechanism must encourage an
honest feedbaEk process from customers, as it gives marketing managers and company executives
the right opportunity to appraise the brands performance and acceptance from a customer's
perspective (Krishnaprabha & Tarunika, 2020).

AI| respondents in this study agree to the significance of digital marketing towards achieving an
effeEtive customer engagement proEess. Company B relies much on the feedback meEhanism
standard, as information gotten from customers help them improve the Q ualityof their product,
ensuring a sustainable 80% growth of thelr company due to consistent customer engagement.
Company A also emphasized that thelr company has grown tremendously using relevant digital tools
in their business operations related to digital customer engagement.

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6 CONCLUSIONS

The purpose of this research was to investigate the value and impact of digital marketing on the
competitive establishment and growth of business organizations, operating within the context of
SMEs. This study is motivated to examine the relationship between SMEs and digital marketing.
Paying significant attention on the benefits that can be achieved relating to sustainable brand
projection, brand growth and establishing healthy customer relationship towards attaining Customer
retentioand brand association, with the ald of requi5ite digital tools.

This study demonstrates that some SMEs organizations do not reckon with certain digital marketing
strategies when implementing their business plan. ThiS is due to their often reluctance in ITlaking the
required investments in such marketing strategies. These marketing strategies may have significant
effects on the buslness growth and general performance, therefore It becomes pertinent for SMEs to
integrate digital media marketing such as; Blogs content articles and videos, to easily projeEt their
brand to a wide range of audience/customers.

In reference to the research question on the effect of digital marketing on the growth of small and
medlum scale-enterpr'ises, dig'itaI marketing can have a crucial impact on SMEs companies. By nature
or manner of operations, most SMEs have a challenge of limited resources, hence implores a lot of
creativity and objectivity in the conduct of thelr business activities, with particular reference to
marketing and brand projections. SMEs can adopt digital marketing platforms to advertise their
products effectively and efficiently with very moderate cost involved in the process.

A vital attribute towards achieving business success is estab1ishing and strengthen health
relationships between company owners and customers. Therefore, issues on trust, Customer
satisfaction through relatable value proposition and product/service quality, must never be
undermined by players within the SMEs spectrum. ThiS proEess becomes achievable with digital
marketing, by providing a two-way communication stream for 5MEs to use the right content with
their customers and attain a global reach in the process.

There shouldbe a consciouseffort fpr SMES management to implement the right content about
their brand as it helps cuStDmers to connect with them emotionally. Digital marketing helps promote
brand building and trust, giving it a recognisable visibility among Customers and industry
stakeholders whiEh is significant to the suEcess of an organization. It helps build a feedback
mechanism relevant to getting reviews and opinions of thelr brand directly from customers. This
helps to improve the quality of the produEt or services when required and ensures brand awareness
among the customers.

Gaining customers trust on a brand is key to customer retentiDn and acquisition. This is very
sign'ificant to the growth ad sustainability of the business. SMEs can aEquire new investors, business
partners, skilled employees, with the aid of digital marketing platform5 suCh as; facebook, Linkedln,
Discord, Instagram contents etc.

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6.1 FINDINGS

The finding on lhis study shows that most SMES do noi have a clear digital marketing strate$y in
their brand marketing approach. Some belleve tt is time consuming and a bit tricky to implement,
despite the huge importance it can brÏng in gFDWing a sustainable and successful brand. The study
also reflects the lmportance af brand recognltlon; customer awareness and fnvolvement were the
most identified reasons for the use of digital marketing by SMEs. Finalty the researcher found out in
this study, that digital marketing has the capacity to attract and retain customers, playing a vital
impam on customer loyalty and brand association.

6.Z MANAGERIAL IMPLtCATION

This study shows management ramifications based on the results that could be of relevance to SMEs
compan1es, hence provld1ng an overview on the Importance of digital marketing to companies,
needed for sustainable growth and development. Marketing managers or executives of SMEs can
Incorporate several suggestions made In thls body of work to their markln8 strategies, especially
within the digital spaEe. This could be achieved by putting up interesting Eontents on the company's
website. Such digital contents help attract new customers and keeps existing customers aware of
the activities and offers of the company's brand products or services.

A salient finding of thls study shows that business organizations should engage employees with the
application of digital tools which helps them grow and perfect their digital skills, for a more effective
performance. This process can also involve the identification ot target market and channels. SMEs
must ensure to use the right digital channels to generate interactions and brand awareness in the
marketing processa,s their limited resources only gives room for few [Link] marketing
contents can also be communicated and iilustrated by expertise and promotional outlets for a
further and wider brand outreach.

6.3 THEORETICAL IMPLICATION

This study infl uence5 thoughts bordering on relevant information related to the impact and
relevance of digital marketing on SMEs, by growing a brand through relevant awareness, brand trust
and consumer engagement. The essence of digital marketing amfdst its relevance has been well
researched. However, research into the effects of digital marketing on the growth of SMEs is still
limited, This study is consistent with the finding3 of previous work done in this field that have
demonstrated the value of digital marketing in today's business. Mine while, the cost efficacy of
digital marketing as reported in earlier finding, is not necessarily confirmed by the results of this
study.

Finally, this researEh tries to contribute to research by providing an insight on the impact of digital
marketing on growing SMES, through brand loyalty, brand awareness and effective customer
engagement.

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6.4 LIMITATIONS AND FUTURE RESEARCH

The primary results of lhis study were based on SMEs companies in Sweden and Nigeria, with limited
number of respondents, which may therefore produce different outcome or results. On!v *ive
interviews have been conductew d hich implies a limitation in accessing a wider representation or
respondents validation before drawing any conclusion. This challenge makes it unfair to make a
genera|ized opinion o r conclusionthat would apply to all 5MEs, however the study shows tendencies
of the SMEs that have been interviewed and involved in the research endeavour.

Future research irt this area is recommended. Information can be collected from SMEs operative In
both small and large scale by future researchers. Companies Ehief executives and marketing
managers are abreast wilh helpful Information’s and a usually ready to help researchers with
relevant information to lheir research. Finally, future researchers can carry out simi1ar analysis in
more countries with similar industry. This could help provide more accurate results and broader
perspective for such research.

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APPENDIX

Interview Questions:

General Questions

• How long has the company been established for?

• What is the company specialized in7 {Sector/Activity)?
• What 1s the company's targetmarket?
• How many employees are there In the company7
• What is your occupation in the company?
• In which sectors are the customers operating in?

Digital Marketing:

• Are there digital marketing strategies being adopted by your company7 (e.g. social media
marketing, œntent marketing etc)
• In what manner has digital marketing affected the company7
• What benefits and challenges do you think confronte SMEs in digital marketing7
• Why do you think digital marketing is important for SMEs7 What klnd of role bas digital
marketing played in the establishment and success of your company based on; networking,
reach and exposure.
• What kind of digital media channels are used in your company?
• How have the platforms utilized to interact and engaged with customers worked7
• Which media tools are most applicable for SMEs companies and hDw woUld you implement
them?
• What manner of digital platforms ls currently used for your company? (Ilnkeldin, Instagram,
tiktok etc)
• Which are the critical fdEtors of digital marketing effeEtiveness on acquiring and retaining
business customers7
• How can digital marketinghelp companies to grow in terms of creating brand awareness,
building trust and engaging customers?
• What is the relationship between SMEs and digital marketing7
• How do you rate digital marketing on a scale of 1-107

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