Analytical Study on the Impact of Digital Marketing Strategies and Performance of Small and Medium-sized Companies

Abstract

The efficacy and strategies of digital marketing employed by small and medium-sized businesses were analyzed in this study. This study examined the influence of electronic mail marketing, social media marketing, and internet advertising on the operational outcomes of small and medium-sized Companies (SMCs) during the present era marked by evolving standards. The research investigation employed a cross-sectional survey design. Primary data for this study were obtained from 295 administrators of SMCs in Jordan through a systematic questionnaire. The statistical testing of the study's assumptions was conducted utilising multiple linear regression, with the assistance of the SPSS 23. During the new average period, social media websites marketing, using internet for advertising, and electronic mail for marketing had positive effects on performance, according to the study's findings. Therefore, the research proposed that SMCs enhance their sales and marketing performance by utilizing online advertising devices (including search engine, display, and website advertising), social media platforms (including Facebook, Instagram, and WhatsApp), and electronic mail marketing tools (including welcome electronic mail s, electronic mail newsletters, and dedicated electronic mail promotions). Moreover, the study provides recommendations for additional research that might serve as a beneficial point of reference for prospective scholars.