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Advisor(s)
Abstract(s)
Digital marketing is gaining predominance in marketing strategies across the globe.
Digitization is becoming more and more present in business, not just changes in
consumer behavior, but the adoption of new technologies, tools, and applications
is highly disruptive, with immediate impact on the business of all companies. The
common link between digital marketing definitions is the use of tools, namely online
tools. One of the biggest changes in human interaction is the recent proliferation of
online social networks. Rapid growth of web-based platforms that facilitate online
social behavior has significantly modified the nature of human activities, habitats,
and interactions. Real-world social relationships have been migrated to the virtual
world, resulting in online communities that bring people together from across the
globe. This study aims to identify and describe the various digital marketing tools
and which of these can be used to increase the SMEs competitiveness.
Description
Keywords
Digital marketing tools SMEs
Pedagogical Context
Citation
Morais, Elisabete Paulo; Cunha, Carlos R.; Santos, Arlindo (2021). Understanding the value of digital marketing tools for SMEs. In Innovations in Digital Branding and Content Marketing. IGI Global, p. 22-43. ISBN 9781799844204
Publisher
IGI Global