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Understanding the Value of Digital Marketing Tools for SMEs

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 205))

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Abstract

Digital marketing is gaining predominance in marketing strategies across the globe. Digitization is becoming more and more present in business, not just changes in consumer behavior, but the adoption of new technologies, tools, and applications is highly disruptive, with immediate impact on the business of all companies. The common link between digital marketing definitions is the use of tools, namely online tools. One of the biggest changes in human interaction is the recent proliferation of online social networks. Rapid growth of Web-based platforms that facilitate online social behavior has significantly modified the nature of human activities, habitats, and interactions. Real-world social relationships have been migrated to the virtual world, resulting in online communities that bring people together from across the globe. This study aims to identify and describe the various digital marketing tools and which of these can be used to increase the SMEs competitiveness.

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Acknowledgements

UNIAG, R&D unit funded by the FCT—Portuguese Foundation for the Development of Science and Technology, Ministry of Science, Technology and Higher Education. UIDB/04752/2020.

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Authors and Affiliations

  1. UNIAG (Applied Management Research Unit), Instituto Politécnico de Bragança, Campus de Santa Apolónia, 5300-253, Bragança, Portugal

    Elisabete Paulo Morais & Carlos R. Cunha

  2. Instituto Politécnico de Bragança, Campus de Santa Apolónia, 5300-253, Bragança, Portugal

    Arlindo Santos

Authors
  1. Elisabete Paulo Morais
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  2. Carlos R. Cunha
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  3. Arlindo Santos
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Corresponding author

Correspondence to Elisabete Paulo Morais .

Editor information

Editors and Affiliations

  1. ISEG, University of Lisbon, Lisbon, Portugal

    Álvaro Rocha

  2. University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  3. FHNW School of Business, University of Applied Sciences and Arts, Olten, Solothurn, Switzerland

    Marc K. Peter

  4. Instituto Português de Administração e Marketing, Portucalense University, Porto, Portugal

    Ricardo Cayolla

  5. ISCTE-University Institute of Lisbon, Lisbon, Portugal

    Sandra Loureiro

  6. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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Morais, E.P., Cunha, C.R., Santos, A. (2021). Understanding the Value of Digital Marketing Tools for SMEs. In: Rocha, Á., Reis, J.L., Peter, M.K., Cayolla, R., Loureiro, S., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 205. Springer, Singapore. https://doi.org/10.1007/978-981-33-4183-8_62

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