Analysing the impact of digital marketing and emerging technologies on Maltese SMEs

Abstract

The digital environment which is used by SMEs who specialise in advertising is dynamic and continuously evolving. It is essential for SMEs operating within the marketing industry to keep abreast of technological developments that might bring new opportunities and challenges to the current business model. Businesses who resist change are most likely to fail when competing under the current trading conditions. Hence, the aim of this research is to examine the usage of digital marketing through social media platforms by local SMEs as part of their advertising campaigns. Further, the study explores if emerging technologies are being integrated in such campaigns. To begin with, the research cites various literature on the evolvement of digital marketing from traditional marketing as well as what new technologies are available for SMEs to adopt. Exploratory research was used to observe what content is being posted by SMEs on their digital accounts. Moreover, interviews with marketing managers were conducted as to gather primary data and compare it with existing literature. Results indicate that Maltese SMEs utilise a blend of mostly digital marketing with traditional marketing. Emerging technologies are being implemented into advertising strategies despite being under development. The findings originate from the sample size used and not the whole SME sector. In order to obtain more precise results, future studies need to incorporate a larger sample size. The data gathered suggests that SMEs who are using digital platforms and new technologies are achieving their objectives, reaping profits and gaining advantage over competitors. Consequently, being aware of what technology or platform is prevailing the most, will help SMEs understand what future trends will emerge and hence design an advertising strategy accordingly.