Philippine E-Journals

Digital Marketing Challenges and Opportunities: SMEs Insights

Mark Anthony L Pelegrin | Rommel R Mansueto

 

Abstract:

With the advancement of modern technology in this digital age, one can conclude that we are practically living in a cyber world. Digital marketing, as one of the latest trend in today’s business world, has been utilized by small businesses in order to promote their business online, reach new markets, added exposure and compete with other businesses. The study aimed to gain a greater understanding of small and medium-sized enterprises’ perception regarding the challenges and opportunities in the use of digital marketing. The data gathered used 50 respondents from small and medium- sized enterprise business owners/managers mostly from food and beverages business sector using non-probability, quota, and convenience sampling. The research instrument used was survey questionnaires distributed to SME entrepreneurs along Brgy. Marulas, Valenzuela City. Findings showed that there is a significant difference in the monthly income, benefits of digital marketing tools, perceived risks and specific limitations when grouped according to age. The researchers recommend that SME owners should be given in- depth education about Digital Marketing business potential through seminars and training provided either by their local government or private sector, for the government, could boost the economy by providing different and separate training for diverse age group on reputation management and creative writing which most of the respondents are using Facebook and Twitter for now and society have embrace the opportunities and improve challenges that usage of digital marketing offers.