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The Impact of Digital Marketing on Small and Medium Enterprises (SMEs) in Bangladesh

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  • Khawaja Mohammad Mustaqeem

    (Associate Professor, Department of Marketing, Habibullah Bahar College, Dhaka, Bangladesh)

  • Muhammad Azim Uddin Sarder

    (Associate Professor, Department of Marketing, Habibullah Bahar College, Dhaka, Bangladesh)

Abstract

In the rapidly evolving digital era, small and medium enterprises (SMEs) in developing economies like Bangladesh increasingly adopt digital marketing strategies to enhance their competitive edge and drive business growth. This study explores how digital marketing practices have been integrated into the business models of SMEs in Bangladesh and evaluates their effectiveness in achieving key business objectives such as customer acquisition, brand visibility, and revenue growth. Through a mixed-method research approach, including surveys and case studies, this article comprehensively analyses the adoption patterns, challenges faced, and outcomes experienced by Bangladeshi SMEs using digital marketing tools. The findings reveal that while digital marketing has significantly improved many SMEs’ market reach and sales performance, challenges such as limited technological expertise, budget constraints, and inadequate infrastructure continue to hinder its full potential. The study concludes with practical recommendations for SMEs to optimise their digital marketing efforts and suggests areas for future research to understand further the long-term impact of digital strategies on SME growth in Bangladesh.

Suggested Citation

  • Khawaja Mohammad Mustaqeem & Muhammad Azim Uddin Sarder, 2024. "The Impact of Digital Marketing on Small and Medium Enterprises (SMEs) in Bangladesh," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 11(9), pages 807-816, September.
    • Handle: RePEc:bjc:journl:v:11:y:2024:i:9:p:807-816
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    References listed on IDEAS

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    1. Satish Nambisan, 2017. "Digital Entrepreneurship: Toward a Digital Technology Perspective of Entrepreneurship," Entrepreneurship Theory and Practice, , vol. 41(6), pages 1029-1055, November.
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