The Role of Digital Marketing in Increasing SMEs

Rui Pedro Silva; Henrique Mamede; Arnaldo Santos

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Paper

The Role of Digital Marketing in Increasing SMEs' Competitiveness

Topics: B2C/B2B Considerations; Business Performance; Data-Driven Business Models; Social Networks

In Proceedings of the 19th International Conference on Smart Business Technologies ICSBT - Volume 1, 93-100, 2022 , Lisbon, Portugal

Authors: Rui Pedro Silva ¹ ; Henrique Mamede ² and Arnaldo Santos ²

Affiliations: ¹ Universidade de Trás-os-Montes e Alto Douro, Vila Real, Portugal ; ² Universidade Aberta, Lisbon, Portugal

Keyword(s): Digital Marketing, Digital Transformation, Small and Medium Enterprises, Content Management, Online Engagement.

Abstract: With the significant increase of technology-based newer competitors and the digital economy reshaping the global economic environment, it is undoubtful that the market is becoming aggressively more demanding for small and medium enterprises, which is a strong driver of their need to adopt new digital technologies and transform their businesses. Events such as the COVID-19 pandemic have accelerated the online engagement of consumers, and that also means that digital transformation might not only be about the digitalisation of internal processes and reshaping of business models but as well, and not least relevant, the Strategies used by SMEs to position themselves in the market and maximise the value of digital marketing to regain competitiveness and reposition their products.

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Paper citation in several formats:

Silva, R.; Mamede, H. and Santos, A. (2022). The Role of Digital Marketing in Increasing SMEs' Competitiveness. In Proceedings of the 19th International Conference on Smart Business Technologies - ICSBT; ISBN 978-989-758-587-6; ISSN 2184-772X, SciTePress, pages 93-100. DOI: 10.5220/0011118000003280

@conference{icsbt22,
author={Rui Pedro Silva. and Henrique Mamede. and Arnaldo Santos.},
title={The Role of Digital Marketing in Increasing SMEs' Competitiveness},
booktitle={ Proceedings of the 19th International Conference on Smart Business Technologies - ICSBT},
year={2022},
pages={93-100},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011118000003280},
isbn={978-989-758-587-6},
issn={2184-772X},
}

TY - CONF

JO - Proceedings of the 19th International Conference on Smart Business Technologies - ICSBT
TI - The Role of Digital Marketing in Increasing SMEs' Competitiveness
SN - 978-989-758-587-6
IS - 2184-772X
AU - Silva, R.
AU - Mamede, H.
AU - Santos, A.
PY - 2022
SP - 93
EP - 100
DO - 10.5220/0011118000003280
PB - SciTePress