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Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research

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  • Jose Ramon Saura
  • Daniel Palacios-Marqués
  • Domingo Ribeiro-Soriano

Abstract

The development of the Internet and the implementation of traditional marketing strategies have given rise to the emergence of digital marketing strategies exploited both by SMEs and large companies. These companies combine data sciences with digital marketing strategies to sell products, generate brand awareness, or access new markets. The present study aims to understand the role and use of data science by SMEs in their online marketing performance. The research method used in this study is a systematic literature review. The data were analyzed using multiple correspondence analysis (MCA) in the programming language R. Based on the results, we identify a total of seven state-of-the-art uses of data science in digital marketing used by SMEs in their online marketing strategies that are graphically represented and analyzed. In addition, four future lines of research are proposed and discussed to understand the direction of the next steps that SMEs should take to successfully develop their digital strategies. Finally, the review concludes with a discussion of the theoretical and practical implications of our findings for further research on the influence and use of data sciences in SMEs' online marketing performance.

Suggested Citation

  • Jose Ramon Saura & Daniel Palacios-Marqués & Domingo Ribeiro-Soriano, 2023. "Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research," Journal of Small Business Management, Taylor & Francis Journals, vol. 61(3), pages 1278-1313, May.
    • Handle: RePEc:taf:ujbmxx:v:61:y:2023:i:3:p:1278-1313
    DOI: 10.1080/00472778.2021.1955127
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    Cited by:

    1. Jin, Keyan & Zhong, Ziqi & Zhao, Elena Yifei, 2024. "Sustainable digital marketing under big data: an AI random forest model approach," LSE Research Online Documents on Economics 121402, London School of Economics and Political Science, LSE Library.
    2. Ashraf H. Salah & Amro Alzghoul, 2024. "Assessing the Moderating Role of Customer Orientation on the Impact of Business Intelligence Tools on Digital Marketing Strategy Optimization," International Review of Management and Marketing, Econjournals, vol. 14(3), pages 18-25, May.

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