DIGITAL MARKETING IN SMEs: CAPABILITIES, STRATEGIES, AND FUTURE DIRECTIONS

This study aims to identify and develop the digital marketing capabilities of small and medium-sized enterprises (SMEs) that face various challenges despite constituting a large part of the economy, beyond adapting to the rapidly developing digital age and to make a difference in the global competitive environment and to improve online customer experiences. The research methodology involved Semi-structured interviews were conducted to gather in-depth data from SME managers. Qualitative data were then processed using thematic analysis. The data were coded inductively, enabling a detailed examination of both the main and sub-themes of DMCs. Calculating the Cohen’s Kappa value enhances the credibility of the study, ensuring the reliability of the thematic analysis. MAXQDA software was used for data analysis. The study identified three main themes: “Digital Marketing Status and Awareness”, “Digital Marketing Training and Development”, and “Digital Marketing Strategies”. Key insights reveal the need for SMEs to refine their digital marketing strategies, emphasizing adaptation to evolving trends like AI and blockchain. This research provides an in-depth understanding of SME digital marketing strategies through the perspectives of SME owners and managers. Moreover, it comprehensively analyzes of specific challenges and innovative approaches in SME digital marketing, contributing valuable theoretical and practical insights to the field. The research findings revealed that SMEs succeeded in their digital marketing strategies, especially through creative content production, social media interaction, and targeted e-mail campaigns. Also, it was determined that training of human resources and the strengthening of institutional capacities were decisive factors in the effectiveness of digital marketing processes.