The Role of Digital Marketing in Increasing SMEs' Competitiveness
Rui Silva, Henrique São Mamede, Arnaldo Santos
Abstract
With the significant increase of technology-based newer competitors and the digital economy reshaping the global economic environment, it is undoubtful that the market is becoming aggressively more demanding for small and medium enterprises, which is a strong driver of their need to adopt new digital technologies and transform their businesses. Events such as the COVID-19 pandemic have accelerated the online engagement of consumers, and that also means that digital transformation might not only be about the digitalization of internal processes and reshaping of business models but as well, and not least relevant, the Strategies used by SMEs to position themselves in the market and maximize the value of digital marketing to regain competitiveness and reposition their products.