Motivations and Barriers for Catalonian SMEs to Use E-marketing Strategies and Consumer Fit: The Case of Alt Empordà County
Journal Title: Revista CEA - Year 2021, Vol 7, Issue 15
Abstract
Small and medium-sized enterprises (SMEs) in different contexts face several challenges to adapt and apply digital tools to their marketing strategies. This study, conducted in Alt Empordà County (Catalonia, Spain), analyzed the e-marketing strategies that SMEs in that area adopt and identified their main motivations and barriers to utilize them. This study also established what e-marketing strategies implemented by these enterprises are considered the best by their consumers. For this purpose, a qualitative approach was adopted to analyze the case of a microenterprise, and quantitative research was conducted using two structured questionnaires to collect information about 83 owners and managers of SMEs and 351 consumers. The results show that these companies implement digital marketing in their marketing plans from an operational perspective rather than a strategic one. This article identifies several important barriers to e-marketing: company size, type of product or service, type of customer, and the companies’ limited acknowledgement of the need for digital tools. Additionally, it was demonstrated that the main motivations of these SMEs are improving visibility and reach and following the trends of the digital society. In conclusion, the SMEs analyzed here show a clear tendency toward implementing e-marketing, and their driver is following trends to achieve better online visibility, but they fail to clearly see the benefits this kind of strategy can have for their businesses.
Authors and Affiliations
Denisa Ewerth, Michele Girotto
Keywords
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- EP ID EP697566
- DOI https://doi.org/10.22430/24223182.1889
- Views 100
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