Innovation and Digital Marketing Adoption in Mexican Small Business

Abstract

Today, companies are under enormous pressure to innovate (Steinhoff & Trommosdorff, 2013) due to rapid technological evolution, reduced product life cycles and globalized markets (Rovira & Tolstoy, 2016), coupled with the fact that the user is increasingly interactive with digital media, which emphasizes the fact that companies must have presence on the web to be able to cope with the current environment. The main objective of the present study is to investigate how innovation in products, processes, marketing and organization generates opportunities for efficient marketing of companies, transforming it into digital marketing. The present study was carried out in a sample of 256 companies in the state of Aguascalientes (Mexico) using the technique of structural equations modeling (SEM), where the results show positive and significant effects of the innovation on the adoption of digital marketing.

Digital responses of SMEs to the COVID-19 crisis

“…Furthermore, Gunawan and Sulaeman (2020) suggest that innovative activities of SMEs foster firms to absorb increased digital marketing. Along these lines, innovation in products, processes, and organization appears to create significant opportunities for SMEs to transform the traditional marketing into digital marketing (Noyola-Medina et al, 2018). Alshamaila et al (2013) highlight the crucial role that accumulated experience in the usage of new technologies and innovations plays in shaping the digital behaviour of SMEs.…”

“…Furthermore, Gunawan and Sulaeman (2020) suggest that innovative activities of SMEs foster firms to absorb increased digital marketing. Along these lines, innovation in products, processes, and organization appears to create significant opportunities for SMEs to transform the traditional marketing into digital marketing (Noyola-Medina et al. , 2018).…”

Penerapan Modul Penjualan Sistem ERP dan Pemasaran Daring pada UMKM UD. Sukri Dana Abadi dan Starlight Shop

“…Teknologi informasi telah mengubah kebiasaan pelanggan dalam membeli (Casey, President, & Social, 2017;Ericsson, 2012;M.Kapla & Haenlein, 2010). Dalam upaya menarik perhatian pelanggan, perusahaan maupun UMKM harus mulai memasuki ruang digital (Noyola-Medina, Pinzón-Castro, & Maldonado-Guzmán, 2018). Namun kenyataannya salah satu kendala yang dihadapi UMKM adalah kurangnya kesadaran (Maarit & Heikki, 2015) atau kendala literasi dan teknis meskipun sudah memahami peluang yang ada (Alford & Page, 2015).…”

How to Boost Your Firm's Digital Marketing Capability?

“…The development of information technology, media, and telecommunication technology has improved consumer-producer interaction. Consumers with specific motivations and awareness can search, discuss, provide suggestions, and even receive direct responses while looking for a company's product or service (Agus et al, 2021;Noyola-Medina, Pinzón-Castro, and Maldonado-Guzmán, 2018;Teixeira et al, 2018;Bakhtieva, 2017). Firms prepare themselves to respond to the needs and interests of their consumers.…”