Implementing E-Marketing in Small and Medium-Sized Enterprises for Enhanced Sustainability

Abstract

E-marketing is a strategic marketing approach that has revolutionized how marketing is executed by transitioning from traditional to internet-based platforms. It has significantly altered how firms interact with their customers. To provide insights and offer guidance for the growth and development of e-marketing among SMEs, the chapter explored the organizational, technological, and environmental elements that may drive the adoption of e-marketing, as well as models that can be implemented to enhance e-marketing. A thorough analysis of the literature revealed a significant positive association between sustainable marketing strategy and SME performance, indicating that sustainability is significantly influenced by the level of customer satisfaction, customer loyalty, and profitability.

Do Digital Marketing Impact Business Performance? Emerging Views from Managers and Owners of Micro, Small and Medium Scales Enterprises in Nigeria

“…The outcome agrees with an earlier study by Akyu et al ., (2020) where it was established that the effect of electronic mail marketing on firm performance was significant and relate positively associated with performance of small and medium scale enterprises. Similarly, (Denga 2023) revealed that e marketing and virtual marketing are used by SMEs to improve the firm's overall performance, e mail in new era are perhaps the most trendy digital platform used by managers and owners of MSMEs advertise their products and services to the consuming market.…”