A theoretical essay on marketing digitalisation in SMEs

Based on the marketing systems theory, our theoretical essay is an attempt to broaden the understanding of the digitalisation in small and medium-sized companies in the field of strategic marketing, that is, considering the creation, communication and delivery of long-term value. Despite significant advancements in digital transformation in recent years, SMEs are still failing to realise their full potential as they often utilise digitalisation in a tactical manner, lacking connections to the overall strategy of the company. To address this gap, we have developed theoretical propositions and a framework based on existing literature, to provide insights into how the use of new technologies can provide competitive advantages to these companies. We conclude by encouraging empirical testing and the practical application of the ideas presented in this work.