Social and digital marketing

Abstract

The development of internet and implementation of traditional SMEs; entrepreneurial marketing strategies have given rise to the emergence of marketing; digital marketing; digital marketing strategies exploited both by SMEs and large digital marketing; multiple correspondence analysis companies. These companies combine social and digital marketing with data sciences to sell products, generate brand awareness, or access new markets. The present study aims to understand the role and use of digital marketing by SMEs in their online marketing performance. The online media, which includes Twitter, Facebook, LinkedIn, Google ads, etc., has let to overreliance on social media to market a particular content that is now referred to as consumer-generated content and abbreviated CGC, it has captured the attention of the consumer by length and breadth. It is important to note that when technology is blended with culture, the consumer will be flexible enough to change their ways of commodity consumption in a constant quest to change and adapt to ever-changing trends in market consumption. Finally, the review concludes with discussion of the theoretical and practical of our finding for further research on the influence and use of data science in SMEs’ online marketing performance.