The Role of Digital Marketing in Small Business

Abstract

The article briefly discusses the role of digital marketing in modern small business, using Zugdidi as a case study. It examines the types of digital marketing, the digital environment, awareness of digitalization of small businesses, and consumer interest in receiving/understanding information online in Zugdidi.

The article contends that most of Zugdidi’s population is uninformed about digital marketing, and most of Zugdidi’s small business sector uses only one type of digital marketing, namely social networks, to publicize their business.

The goal of the article is to find out the level of digital marketing awareness, determine the role of digital marketing for small businesses, and understand customers' needs in Zugdidi through quantitative and qualitative methods.

The research is relevant to modern business in that, if businesspeople understand digital marketing more in-depth,  they will see the importance of digital marketing ideas and strategies for modern consumers. People often think that digital marketing is similar to selling products or services online, which is one of its most important functions.  Digital marketing is essential for creating effective management that will provide an effective policy for marketing through online tools.