Digital marketing in small enterprises in a countryside city

Abstract

Digital marketing is a change in the corporate environment that has brought new dynamics, challenges, techniques, and tools for companies. Among these changes, many organizations seek to adapt marketing strategies and techniques to new digital platforms. While there are studies indicating how large companies behave in the face of these changes, not much is known about smaller companies, which have different dynamics. Thus, this research aims to analyze how these smaller companies perceive and act in the digital space through marketing. To achieve this goal, a mixed-method study was conducted, with a qualitative study in the first phase, and a quantitative study with managers of companies in the second phase. The results demonstrate that changes in digital marketing strategy demand adaptations and investments to bring about changes. Additionally, after the strategy change, it is necessary to monitor and align it with marketing strategies in other areas and platforms. The questionnaire results with managers of micro and small businesses showed that these companies prefer to allocate their own resources for marketing, focusing on a few platforms and intending to expand their digital presence also with their own resources.