Digital Marketing Trends, Challenges and Opportunities for SMEs: A Systematic Literature Review
Keywords:
Digital Marketing, SMEs, Systematic Literature Review, BusinessAbstract
This study aims to determine the trend of digital marketing in the last 7 years. In this study, the research method used was Systematic Literature Review (SLR) analysis using the Watase Uake application. A total of 12 articles were selected for analysis after filtering based on several criteria; keywords “digital marketing strategy SMEs”, title, year range 2018-2024, article qualification (Q1, Q2, Q3), abstract, source (Scopus), and keywords. The results of data analysis show that internet penetration, flexibility and adaptability of SMEs, digital innovation, and competitive market pressure are antecedents of digital marketing. Digital marketing has an impact on businesses related to business performance, growth, and development of marketing strategies, and excellence to survive in a competitive environment. The topic of digital marketing of SMEs was first researched in 2012. Theories that are widely used on this topic are technological acceptance, technology-organization-environment (TOE), Diffusion of Innovation (DOI), Analytical Hierarchy Process (AHP), Technological Acceptance Model 2 (TAM 2), and Unfield Theory of Acceptance and Use of Technology (UTAUT). Countries that have conducted research on this topic are United Kingdom, Italy, Australia, Brazil, Colombia, Indonesia, Saudi Arabia, Spain, Taiwan, United States. The development of research on this topic is increasing from year to year. This research presents a topic that is often discussed in social media marketing, namely perceived ease of use, so that it can be used for further research development.
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Copyright (c) 2024 Ade Sita Noviana, Helmia Khalifah Sina, Novita Ria Damayanti, I Made Bayu Dirgantara
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