Application of digital marketing tools in SMEs A study of Hungarian Micro- and Small sized enterprises operating in the retail sale of electronic devices and software
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| Format: | Thesis |
| Kulcsszavak: | digitalizáció e-marketing - elektronikus marketing internetes kereskedelem kis- és középvállalkozás - KKV vásárlói magatartás |
| Online Access: | http://dolgozattar.uni-bge.hu/44698 |
| Abstract: | The purpose of this research is to provide an overview on the application of digital marketing tools among Hungarian Micro- and Small sized enterprises operating in the retail sale of electronic devices and software. Furthermore, a Spearman's correlation was used to determine the relationship between revenue and digital marketing application. The emergence of the Internet and digital marketing have reformed marketing practices, with the Internet becoming the largest marketplace. Simultaneously, SMEs are lagging behind large enterprises in the implementation of digital marketing tools due to lack of resources, and marketing concepts being largely developed for large companies. The sample includes 50 randomly drawn, Budapest based businesses operating in the specified industry, with annual revenue above HUF 50 million. Companies have been evaluated based on whether they have a (1) website, (2) webshop, (3) social media marketing, and (4) search engine marketing. The analysis showed that 90% of the sample have websites, but only 48% have webshops. 28% of the businesses engage in active social media marketing, and 36% do pay-per-click advertising. The correlation showed a significant, positive, moderate relationship (Rs=0.504). The research concludes that based on the sample, SMEs in this sector are mostly digitally underdeveloped. |
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