DIGITAL MARKETING IN SMEs: CAPABILITIES, STRATEGIES, AND FUTURE DIRECTIONS

Year 2026, Volume: 24 Issue: 1, 156 - 185, 21.03.2026

Gökhan Akel , Ece Armağan , Esma Acayıp , Gülşah Sezen

https://doi.org/10.11611/yead.1531950

https://izlik.org/JA59JE26PC

Abstract

This study aims to identify and develop the digital marketing capabilities of small and medium-sized enterprises (SMEs) that face various challenges despite constituting a large part of the economy, beyond adapting to the rapidly developing digital age and to make a difference in the global competitive environment and to improve online customer experiences. The research methodology involved Semi-structured interviews were conducted to gather in-depth data from SME managers. Qualitative data were then processed using thematic analysis. The data were coded inductively, enabling a detailed examination of both the main and sub-themes of DMCs. Calculating the Cohen’s Kappa value enhances the credibility of the study, ensuring the reliability of the thematic analysis. MAXQDA software was used for data analysis. The study identified three main themes: “Digital Marketing Status and Awareness”, “Digital Marketing Training and Development”, and “Digital Marketing Strategies”. Key insights reveal the need for SMEs to refine their digital marketing strategies, emphasizing adaptation to evolving trends like AI and blockchain. This research provides an in-depth understanding of SME digital marketing strategies through the perspectives of SME owners and managers. Moreover, it comprehensively analyzes of specific challenges and innovative approaches in SME digital marketing, contributing valuable theoretical and practical insights to the field. The research findings revealed that SMEs succeeded in their digital marketing strategies, especially through creative content production, social media interaction, and targeted e-mail campaigns. Also, it was determined that training of human resources and the strengthening of institutional capacities were decisive factors in the effectiveness of digital marketing processes.

Keywords

Digital marketing capabilities , SMEs , Digital transformation , MAXQDA

Ethical Statement

31906847/050.04.04-08-159 - Aydın Adnan Menderes Üniversitesi Rektörlüğü Sosyal ve Beşeri Bilimler Araştırmaları Etik Kurulu

Supporting Institution

TÜBİTAK

Project Number

TÜBITAK 1001-122K238

Thanks

This paper was produced within the scope of the project titled “The Relationship Between Digital Marketing Orientation and Digital Marketing Capabilities and Business Performance: An Application in SMEs Operating in the TR32 Region” with the project number TÜBITAK 1001-122K238, and we would like to express our gratitude to TÜBİTAK.

DIGITAL MARKETING IN SMEs: CAPABILITIES, STRATEGIES, AND FUTURE DIRECTIONS

https://izlik.org/JA59JE26PC

Abstract

Bu çalışmanın amacı, ekonominin büyük bir bölümünü oluşturmalarına rağmen çeşitli zorluklarla karşı karşıya kalan küçük ve orta ölçekli işletmelerin (KOBİ'ler) hızla gelişen dijital çağa uyum sağlamanın ötesinde, küresel rekabet ortamında fark yaratmak ve çevrimiçi müşteri deneyimlerini iyileştirmek için dijital pazarlama yeteneklerini belirlemek ve geliştirmektir. Araştırma metodolojisi kapsamında, KOBİ yöneticilerinden derinlemesine veri toplamak amacıyla yarı yapılandırılmış görüşmeler gerçekleştirilmiştir. Daha sonra nitel veriler tematik analiz kullanılarak işlenmiştir. Veriler tümevarımsal olarak kodlanmış ve bu da DMC'lerin hem ana hem de alt temalarının ayrıntılı bir şekilde incelenmesini sağlamıştır. Veri analizi için MAXQDA yazılımı kullanılmıştır. Çalışmada üç ana tema belirlendi: "Dijital Pazarlama Durumu ve Farkındalığı", "Dijital Pazarlama Eğitimi ve Gelişimi" ve "Dijital Pazarlama Stratejileri". Temel içgörüler, KOBİ'lerin dijital pazarlama stratejilerini, yapay zeka ve blok zinciri gibi gelişen trendlere uyum sağlamayı vurgulayarak iyileştirmeleri gerektiğini ortaya koymaktadır. Bu araştırma, KOBİ sahipleri ve yöneticilerinin bakış açıları aracılığıyla KOBİ dijital pazarlama stratejilerine dair derinlemesine bir anlayış sunmaktadır. Ayrıca, KOBİ dijital pazarlamasındaki belirli zorlukları ve yenilikçi yaklaşımları kapsamlı bir şekilde analiz ederek alana değerli teorik ve pratik içgörüler katmaktadır. Araştırma bulguları, KOBİ'lerin özellikle yaratıcı içerik üretimi, sosyal medya etkileşimi ve hedefli e-posta kampanyaları aracılığıyla dijital pazarlama stratejilerinde başarılı olduklarını ortaya koymuştur. Ayrıca, insan kaynaklarının eğitimi ve kurumsal kapasitelerin güçlendirilmesinin dijital pazarlama süreçlerinin etkinliğinde belirleyici faktörler olduğu belirlenmiştir.

Keywords

Dijital pazarlama yetenekleri , KOBİ'ler , Dijital Dönüşüm , MAXQDA

Ethical Statement

31906847/050.04.04-08-159 - Aydın Adnan Menderes Üniversitesi Rektörlüğü Sosyal ve Beşeri Bilimler Araştırmaları Etik Kurulu

Supporting Institution

TÜBİTAK

Project Number

TÜBITAK 1001-122K238

Thanks

Bu makale, TÜBİTAK 1001-122K238 proje numaralı “Dijital Pazarlama Yönelimi ile Dijital Pazarlama Yetenekleri ve İşletme Performansı Arasındaki İlişki: TR32 Bölgesinde Faaliyet Gösteren KOBİ’lerde Bir Uygulama” başlıklı proje kapsamında üretilmiş olup, TÜBİTAK’a teşekkürlerimizi sunarız.

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