The Intersection of Digital Marketing and Business Performance

Abstract

The COVID-19 epidemic has resulted in unparalleled adversity for businesses worldwide, particularly small and medium-sized enterprises. Consequently, the use of digital marketing tactics has become an essential means of ensuring business survival and continuity. This study seeks to examine the impact of the COVID-19 pandemic on the operational efficacy of small and medium-sized enterprises (SMEs) and their utilization of digital marketing strategies. Questionnaires were administered to SME consumers as part of the descriptive technique employed in this study. The data were analyzed utilizing the statistical techniques. The study findings contribute academically and practically by demonstrating the interdependent connection between digital marketing activities and company performance in small and medium-sized enterprises (SMEs) during the COVID-19 era. The research specifically focuses on assessing two important variables - PU and EU. The subsequent discussions elucidated the intricate interplay among these elements and their consequent impacts on performance trajectories. The findings demonstrate varying degrees of digital adoption and its effects on market resiliency, revenue creation, and customer engagement. SMEs that have embraced digital marketing have experienced the advantages of enhanced engagement and adaptable company performance. They have recognized the value of digital marketing and found it effortless to incorporate into their operations. This highlights the transformative impact of digital marketing on social media platforms. Legislators, business support organizations, and business owners can gain valuable insights from the study on the efficacy of digital marketing as a proactive measure in times of crises. With a focus on the future, the research results will ultimately assist small and medium-sized enterprises (SMEs) in enhancing their digital marketing endeavors, hence enhancing business performance and adaptability in the midst of uncertainty.