Digital Marketing in an Emerging Country: Exploratory Study of the Marketing Mix of SMES with Trust Seal

Abstract

The study of digital marketing responds to technology changes as part of the digital economy. However, there is little scientific research of this subject in Mexican SMEs. This exploratory research aims to support the Mexican context knowledge through the observation to websites of SMEs with digital trust seal. The digital resources used as part of the marketing mix that can be observed externally in the websites were analyzed. The results showed that the most used resources were social networks, e-mail, those related to navigation ease and the variety of payment options. Nevertheless, other digital resources were underutilized. It was observed, in the SMEs studied, little attention in offering additional benefits and services to the product and low use of resources related to customer service. Despite showing a high interest in social networks, a quarter of the firms with a Facebook page did not give maintenance to it. It is concluded that Mexican SMEs are still at a basic stage in the use of digital resources in the marketing mix and that the marketing mix model is useful to observe the digital resources, but that some resources may belong to more than one element of the mix.

The effect of digital marketing, digital finance and digital payment on finance performance of Indonesian SMEs

“…This is due to the convenience of consumers in transacting using Digital Finance. This can be proven by the results of research by Affandi et al (2020), Darma et al (2020), Dumitriu et al (2019), Djakasaputra et al (2021), Gutierrez et al (2016, Gregori et al (2015) and Hendiarto et al (2021) which state that fintech payment gateways have an influence on the financial performance of MSMEs, which means that MSMEs that have used payment gateways as a transaction tool expect that the businesses they have run will be more advanced and develop with the times. This research has proven the influence of payment gateways such as Gopay, Ovo, Tcash, Shopepay which is very large in the MSME sector because the transactions made will be easier and more effective.…”

“…This system is defined as a payment method for exchanging value in monetary terms via internet services. In developed countries, transactions using Digital Finance are normal and can reflect the maturity of businesspeople so that it will also improve the MSME financial performance as stated in the research of Djakasaputra et al (2021), Gutierrez et al (2016, that Digital Finance has a big influence on consumers and businesspeople.…”

“…Digital payment is one of the financial services that has many functions not only as an online transaction service but also to provide services to investors to invest in real terms using an online platform. Research results from Djkasaputra et al (2021) and Gutierrez et al (2016) show that the platform company is very popular and is one of the solutions for financial inclusion disparities in banking products. Likewise with digitalization of marketing, which is also one of the intermediary media that is often used by business actors in following the flow of digitalization, some companies are starting to leave the conventional business and move to modern businesses using digital media.…”

“…The existence of fintech has a significant effect on MSMEs in increasing payment gateway-based financial literacy. Research by Gutierrez et al (2016) and Gregori et al (2015) stated that there is a significant relationship in analyzing and making a study of innovative solutions to the digital payment platform by establishing a strategic role between the regulator and the Digital payment provider. Another study that Affandi et al (2020), Darma et al (2020) and Dumitriu et al (2019) proved that digitalization of marketing can increase profits for entrepreneurs.…”

Uso de redes sociales digitales como estrategia de mercadotecnia en pymes pirotécnicas de Tultepec en el estado de México

“…A pesar de esta basta cantidad de información, hay muy pocos estudios sobre el uso de tecnología digital en pymes para alcanzar objetivos relacionados con la mercadotecnia (e-marketing o marketing digital) y aún menos, sobre el uso y adopción de redes sociales en pymes mexicanas (Cota & Antonio, 2016;Gutierrez-Leefmans, Nava-Rogel, & Trujillo-Leon, 2016). Así, la exposición anterior hace evidente la necesidad de realizar más estudios empíricos sobre el uso de RSD en pymes y, principalmente, en las pymes de México, las cuales tienen tanta preponderancia en la economía nacional.…”