جديد الاقتصاد
Volume 18, Numéro 1, Pages 218-233
2023-12-31
Digital Marketing: A Lever For Growth For Small Businesses
Authors : Ben Makhlouf Yasmina . Aoudia Fairouz .
Abstract
The adoption of exponential technologies such as ICT, networks and AI is transforming all areas and introducing a new corporate culture. This digitization is essential for companies seeking to adapt to an ever-changing digital world. Marketing has been profoundly influenced by this revolution, giving rise to digital marketing, which is crucial to the competitiveness and sustainability of businesses. In Algeria, digital marketing has been developing in recent years, despite certain limitations. An empirical study, using semi-directive interviews, was carried out with fifteen small businesses in the wilaya of Tizi-Ouzou to understand the importance of using a digital marketing strategy via social networks;
Keywords
digitization ; digital marketing ; social networks ; consumer ; Tizi-Ouzou
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