ON-LINE ADVERTISING TOOLS FOR SMALL AND MEDIUM ENTERPRISES

Abstract

This paper explores online advertising tools and their impact on SME growth and competitiveness. Digital marketing is presented as a cost-effective alternative to traditional methods, offering increased efficiency, interactivity, global accessibility and continuous availability. The study examines tools like Search Engine Optimization (SEO), which improves website visibility through on-site and off-site techniques, and content marketing, which involves producing valuable content to engage target audiences. Additionally, social media marketing is highlighted as a critical strategy for enhancing customer interaction, fostering loyalty, and driving traffic through platforms like Facebook, Instagram, and YouTube. The findings reveal that these tools not only enable SMEs to increase their visibility and build brand loyalty but also allow them to operate with greater agility and cost-efficiency. The study concludes that by embracing these digital marketing strategies, SMEs can better adapt to the demands of the digital economy, enhance customer relationships, and achieve sustainable growth in an increasingly competitive marketplace.

Keywords

• digital marketing
• smes
• search engine optimization
• content marketing
• social media marketing