Impact and return on investment of online marketing strategies for small and medium enterprises

Abstract

Internet has opened many opportunities for businesses. Indeed, it let them sell their products without a physical store and market their brand image faster than ever. The science of being visible online is called online marketing and it evolves every day. It is interesting to know that these strategies are less expensive than the traditional ways of marketing such as TV spots or magazines advertisement. It makes it perfect for small and medium enterprises which are limited in term of capital. The previous literature on the topic has presented the different aspects of online marketing such as the search engines optimization or the social media optimization. Nevertheless, the impact of such strategies on small and medium enterprises and its possible return on investment remain poorly discuss.