| Issue |
EPJ Web Conf.
Volume 341, 2025
2nd International Conference on Advent Trends in Computational Intelligence and Communication Technologies (ICATCICT 2025)
|
|
|---|---|---|
| Article Number | 01022 | |
| Number of page(s) | 8 | |
| DOI | https://doi.org/10.1051/epjconf/202534101022 | |
| Published online | 20 November 2025 | |
https://doi.org/10.1051/epjconf/202534101022
Digital Marketing in SMEs: A Systematic Review of Implementation, Challenges and Strategic Underutilization in the Era of Data-Driven Intelligence
1 PhD Research Scholar, Faculty of Commerce & Management Sciences, DMIHER (DU) Wardha, India Assistant Professor, P R Pote Patil College of Engg. & Management, Amravati, India
2 Professor and Dean, Faculty of Commerce & Management Sciences, DMIHER (DU), Wardha, India
3 Professor, Faculty of Commerce and Management Sciences, DMIHER (DU), Wardha, India
Corresponding Author Email: This email address is being protected from spambots. You need JavaScript enabled to view it.
Published online: 20 November 2025
Digital marketing is becoming more and more popular as a way for small and medium-sized businesses (SMEs) to stay competitive, reach customers, and grow their businesses. But even though there are many tools for data-driven intelligence based on the information that is out there, SMEs often have a hard time using digital technology to its fullest potential. This paper examines the literature on digital marketing in SMEs, focusing on implementation practices, challenges, and strategic underutilization. Our analysis shows that there are some basic problems with implementation, such as not having enough money, not having enough technical skills, privacy concerns, and not being able to connect with existing systems. The analysis shows that there are big problems with implementation, such as not enough money, not enough technical know-how, worries about privacy, and trouble connecting with old systems. The analysis also shows that many companies aren't using advanced digital tools like AI, analytics, and customer personalization to their full potential. This means they miss out on chances for long-term growth that they really need. The paper offers an extensive analysis of research within the SME digital marketing sector, highlighting emerging thematic patterns and pinpointing knowledge deficiencies related to the utilization of advanced technology and strategic alignment. The review ends with suggestions for more research and practical advice to help small and medium-sized businesses (SMEs) make better use of technology in a world where data-driven intelligence is becoming more important.
© The Authors, published by EDP Sciences, 2025
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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