The Role of Digital Marketing in Increasing SMEs' Competitiveness

Rui Silva, Henrique Mamede, Arnaldo Santos

2022

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.

Paper Citation

in Harvard Style

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 - Volume 1: ICSBT, ISBN 978-989-758-587-6, pages 93-100. DOI: 10.5220/0011118000003280

in Bibtex Style

@conference{icsbt22,
author={Rui 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 - Volume 1: ICSBT,},
year={2022},
pages={93-100},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011118000003280},
isbn={978-989-758-587-6},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 19th International Conference on Smart Business Technologies - Volume 1: ICSBT,
TI - The Role of Digital Marketing in Increasing SMEs' Competitiveness
SN - 978-989-758-587-6
AU - Silva R.
AU - Mamede H.
AU - Santos A.
PY - 2022
SP - 93
EP - 100
DO - 10.5220/0011118000003280