BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

The Digital Marketing Communication Channels and Barriers to their Implementation in Small and Medium-Sized Enterprises
Chemorda P. O.

Chemorda, Pavlo O. (2020) “The Digital Marketing Communication Channels and Barriers to their Implementation in Small and Medium-Sized Enterprises.” Business Inform 6:378–384.
https://doi.org/10.32983/2222-4459-2020-6-378-384

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 1

Download article (pdf) -

UDC 339.138

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.

Keywords: digital marketing communications, interactivity of digital marketing channels, internet marketing, small and medium-sized enterprises.

Tabl.: 1. Bibl.: 12.

Chemorda Pavlo O. – Postgraduate Student, Department of Management and Marketing, European University (16-V Akademіka Vernadskoho Blvd., Kyiv, 03115, Ukraine)
Email: [email protected]

List of references in article

Zhehus, O. V. “Peredumovy rozvytku digital-marketynhu v rozdribnii torhivli“ [Prerequisites for the Development of Digital Marketing in Retail]. Marketynh innovatsii i innovatsii u marketynhu. 2016. https://essuir.sumdu.edu.ua/bitstream-download/123456789/47135/1/Zhehus_digital-marketing.pdf
Marchuk, O. O. “Tsyfrovyi marketynh yak innovatsiinyi instrument upravlinnia“ [Digital Marketing as an Innovative Management Tool]. Ekonomika ta upravlinnia pidpryiemstvom, no. 17 (2018): 296-299. DOI: https://doi.org/10.32782/2524-0072/2018-17-43
Oklander, M. A. Tsyfrovyi marketynh - model marketynhu XXI storichchia [Digital Marketing Is a Marketing Model of the 21st Century]. Odesa: Astroprynt, 2017.
Sovershayeva, S. V. “Otsenka rezultativnosti didzhital (tsifrovykh) marketingovykh kommunikatsiy“ [Evaluation of the Effectiveness of Digital Marketing Communications]: avtoref. dis. … kand. ekon. nauk : 08.00.05, 2014.
Kovalchuk, S. V., and Andrushkevych, Z. M. “Tsyfrovyi marketynh - innovatsiinyi napriam u rozvytku pidpryiemstv ta haluzei ekonomiky“ [Digital Marketing Is an Innovative Direction in the Development of Enterprises and Industries]. Marketynhovi innovatsii v osviti, turyzmi, hotelno-restorannii, kharchovii industrii ta torhivli. Kharkiv, 2017. 42-44.
Barbero, J. L., Casillas, J. C., and Feldman, H. D. “Managerial capabilities and paths to growth as determinants of high-growth small and medium-sized enterprises“. International Small Business Journal, vol. 29, no. 6 (2014): 671-694. DOI: https://doi.org/10.1177/0266242610378287
Taiminen, H. M., and Karjaluoto, H. “The usage of digital marketing channels in SMEs“. Journal of Small Business and Enterprise Development, vol. 22, no. 4 (2015): 633-651. DOI: 10.1108/JSBED-05-2013-0073
Lima, R. et al. “The Internet as Place Branding strategy in tourist destinations management: a proposal for practical application“. 7th International Conference on Tourism & Hospitality Management : Proceedings. June 2018. http://www.teiath.gr/userfiles/laloumis/7th_icthm_proceedings_b.pdf
Owen, D. “Analysing the use of Multimedia in Marketing for Small Medium Enterprises“. Cardiff Metropolitan University, 2017. https://repository.cardiffmet.ac.uk/bitstream/handle/10369/8532/Owen%2c%20Daniel%20Tomos.pdf
Parrot, G., Muhammad, A. R., and Holiman, D. “An analysis of marketing programmes adopted by regional small and medium-sized enterprises“. Journal of Small Business and Enterprise Development, vol. 17, no. 2 (2010): 184-203. DOI: https://doi.org/10.1108/14626001011041201
Reijonen, H. “Do all SMEs practise same kind of marketing?“ Journal of Small Business and Enterprise Development, vol. 17, no. 2 (2010): 279-294. DOI: https://doi.org/10.1108/14626001011041274
Tsiakis, T. Trends and Innovations in Marketing Information Systems. Hershey: Business Science Reference, 2015.

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster