The impact of digital marketing on SME profitability and Performance: an assessment of the post-COVID crisis

Abstract

The objective of the study was to examine the impact of digital marketing on SMEs' business profitability and performance during the post-COVID era. It observed a business that existed and functioned before, during, and after COVID-19 the thesis aimed to check the relevance of digital marketing in business profitability and performance. The use of qualitative research methods was employed to achieve the aim of the study. In addition, in-depth interviews were conducted, and some conversation starter questions developed from reviewed literature were used. The study found that AOY Group does not directly employ digital marketing because it operates as a sole proprietorship. However, it does believe that it indirectly benefits from digital marketing that the more prominent companies, such as Uber, Bolt and Yango employ to improve their online presence and visibility. Also, on the impact of digital marketing in the post-COVID era, the study found that COVID-19 adversely affected many spheres, including lifestyle, which has further impacted the sector. Nevertheless, there has been a consistent improvement during the post-COVID era.