Impact of Digital Marketing Tools and Methods on SMEs and Proposed Recommendations

Abstract

For firms, digital marketing is revolutionary and machine learning has profoundly transformed the future of digital advertising. This chapter looked at the possible influence of digital marketing on organisations and the many tactics that may be employed in this chapter. The necessity to integrate digital marketing into a company's entire business plan is also emphasised, as are research gaps for successful digital marketing tools, approaches, and procedures. Businesses in the present day may benefit greatly from digital marketing techniques, tactics, and tools. These low-cost strategies and resources have levelled the playing field in marketing between large corporations and startups. As a result, digital marketing with new concepts might be a game changer for these emerging businesses. This chapter will do comprehensive research and critical analysis to find the best effective digital marketing tactics, approaches, and tools for small and medium-sized businesses.