Bìznes Inform (Jun 2020)
The Digital Marketing Communication Channels and Barriers to their Implementation in Small and Medium-Sized Enterprises
Abstract
This article researches the use of digital marketing communications in today’s environment. The distinctive characteristics of digital marketing in comparison with traditional marketing are substantiated, taking into account the specifics of the workout of its instruments. The main instruments and channels of digital marketing communications are considered; their estimation is presented in the context of development towards interactivity and feedback. The possibility of effectively attracting digital marketing communications at small and medium-sized enterprises in the context of their relatively smaller resources is analyzed. The role of key factors that create inequality between small, medium-sized and large enterprises in digital marketing communications, i.e., environment, financial and technological resources, is explored. It is identified that small and medium-sized enterprises, taking into account the restrictions described above, have significant potential for the development of digital marketing communications. Based on the research, a new perspective on the current status and trends in the development of digital marketing channels is presented. The existing barriers to the introduction of digital marketing communications in small and medium-sized enterprises, as well as the problems of their competition in this sphere with large enterprises, are analyzed and characterized. Given the shortcomings identified in the current strategies for using digital marketing communications in small and medium-sized enterprises, there is a need to further explore the specifics of this line of marketing. Due to the dynamism of development of digital marketing in general and its channels in particular, this vector of research will become even more relevant in the future and will have a significant value in the perspective.
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