Impact of Digital Marketing on Small Businesses

Abstract

Over the past few years, digital marketing has emerged as a necessary resource that any small business aims to survive in the world that is becoming highly competitive. This paper will provide an insight on the enormous effect of digital marketing on small business growth and sustainability, especially in regard to customer engagement and brand awareness as well as profitability. The paper will consider some of the most important digital marketing devices, including social media marketing, search engine optimization (SEO), and email marketing, and discuss how the specified methods may be successfully applied by small business owners to increase their reach. It entailed a mixedmethod research design, which entails quantitative surveys and qualitative in-depth interviews with the owners of small businesses. The findings indicate that companies that undertake digital marketing initiatives achieve high online traffic, customer acquisition and sales growth. Nevertheless, issues like inadequate resources, time, and knowledge of digital tools are still impediments to many start-up owners. This paper will be completed by the practical suggestions on how small businesses can maximize their digital marketing efforts and the research directions that can be pursued in the future, especially with the emerging digital marketing technologies.