Technological and organizational aspects of digital marketing strategies for sustainable SMEs

Abstract

This research aims to examine the term sustainability in the context of digital marketing, to understand organizational and technological aspects of digital marketing strategies, and to show the importance of these aspects in sustainable SMEs. Nowadays, digitalization became part of our lives and also a compulsory situation for companies. Therefore, it is important for SMEs to implement digital marketing strategies into their company plan for a sustainable and successful business. SMEs need to understand what they in addition to traditional marketing, and what are the commons. The way of thinking may seem the same but the effort that SMEs need to put in for the implementation of a digital strategy is big. A framework is needed for the strategy plan and to define the vision of SMEs within a succesful digital strategy. Moreover, SMEs need to get all the necessary knowledge for proper use of the operational and technological aspects. It's not enough to have only a digital idea but a good knowledge of consumers for creating a successful campaign. Therefore, this research aims to provide a basic knowledge of what is SMEs, digital marketing, and how sustainability can be applied to the strategy of SMEs in the term of digitalization by using operational and technological aspects properly.