Digital Marketing Adoption
Abstract
Technological change is inevitable and can affect our lives. One of them is digital marketing, digital marketing changes how consumers behave and make purchases, to how companies make their business strategies and implement them, but in SMEs especially SMEs in developing countries, it is very difficult especially since they do not understand clearly about digital marketing general, digital marketing adoption, and the factors driving the adoption of digital marketing and it can be a major problem for them to sustain their business. Therefore, this paper explains deeply about the adoption of digital marketing, and the factors that driven digital marketing adoption. And even better, this paper conduct the study in developing countries,
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Nowadays, the SME that doesn’t use digital channels seem doesn’t exist for the consumers. Therefore, the use of digital channels is important for a company to grow and compete in the marketplace. However, there are several challenges to be considered about SMEs in general. In the literature review, it is stated that SMEs did not even use the traditional marketing theories because basically, SMEs marketing techniques are casual, responsive and spontaneous and they sell their products through networking (Gilmore, et al., cited in Taiminen and Karjaluoto, 2015; Taiminen and Karjaluoto; Reijonen, 2010). And SMEs are characterized as sales focused company (Reijonen, 2010). Nonetheless, it is interesting for us to note that many SMEs do not use the full potential of digital marketing channels and they might not be conscious that digital marketing platform helps them to grow sales to consumers (Gilmore, cited in Taiminen and Karjaluoto, 2015). Furthermore, in developing countries they are facing different challenges from developed country and although the digital marketing adoption in SME in developing country has recently gained academic attention, the research of the implementation is limited …show more content…
First is, how is the adoption of the utilization of digital marketing in SME in developing country. This research question would examine the condition and phenomena that happen in the adoption of digital marketing in SMEs and identify how SMEs utilize their digital marketing channels in their SMEs. The last questions are what factors that influence or drive digital marketing adoption in SME in developing country. This question will help to identify the that influence and drive the adoption of digital marketing channels in Developing country so that it will help to make a better understanding and decision about digital marketing in
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