Track: Business Management

Abstract

In the modern era, digital marketing is not new platforms that can be used by businesspeople to reach the consumers and a wide area, including attracting customers through email, content marketing, searching platforms, social media, and many more. One crucial strategy that businesspeople can use to maintain and survive their business is by utilising social media marketing. Using this marketing strategy, businesspeople can reduce operational expenses and indirectly increase their business profit. However, with the reading materials and observation on micro-enterprises, this study found that entrepreneurs' ability to utilise the existing platforms, e.g. social media is limited. In conjunction with the present issue, this study provides an understanding of digital marketing platforms (e.g. social media) in achieving micro-enterprises' market target. This qualitative study uses literature review approach. The digital marketing platforms (e.g. social media) and micro-enterprises analyses were carried out by reading and analysing 30 peer-reviewed journal papers and summarising them in two tables, including article journal and publisher distribution and article category. This study found various digital marketing strategies (social media) that micro-entrepreneurs can use to develop, introduce, and promote their products, such as Facebook, Instagram, Youtube, Twitter, Tiktok and others. These platforms are the cheapest and most comfortable tools for creating excellent marketing contents. Also, digital marketing can use for promoting and branding activities in a wide range of marketing activities without spending a lot of money. In conclusion, this study finds that digital marketing is one modern evolution platforms in marketing activities that highly depends on technology to create creative marketing content and product information. Also, the targeted customers can easily access the offered products.

Keywords: Digital marketing, social media, business performance, a mini-review approach