The Impact of Digital Marketing on Small and Medium Enterprises (SMEs) Growth: A Systematic Review
DOI:
https://doi.org/10.31674/ijrtbt.2026.v010i01.001Abstract
Introduction: Small and Medium Enterprises (SMEs) are a cornerstone of global economic development but often face barriers such as limited resources, restricted market access, and high competitive pressure. Digital marketing has emerged as a transformative tool that enables SMEs to enhance visibility, improve customer relationships, and achieve sustainable growth through cost-effective online strategies. Methods: This systematic review analyzed 52 peer-reviewed empirical studies published over the past decade. Inclusion criteria focused on research that explicitly examined the relationship between digital marketing practices—such as social media marketing, search engine optimization, email marketing, and online advertising—and the growth metrics of SMEs. The review adhered to PRISMA guidelines to guarantee methodological rigor and dependability. Results: Findings indicate a strong positive correlation between digital marketing adoption and SME growth indicators, including sales performance, market expansion, customer retention, and brand awareness. The effectiveness of digital marketing interventions was found to be moderated by factors such as managerial digital competence, organizational readiness, budget allocation, and external market conditions. Despite the benefits, SMEs continue to face challenges in digital literacy, measuring return on investment, and keeping pace with evolving digital platforms and consumer behavior. Conclusion: Digital marketing significantly contributes to the growth and competitiveness of SMEs by enabling broader market engagement and operational scalability. For sustainable results, SMEs should invest in capacity-building, data-driven strategies, and continuous technological adaptation. Policymakers can further facilitate growth by improving digital infrastructure and providing training programs to enhance SME digital readiness. Future studies should investigate cross-cultural variations, longitudinal impacts, and the integration of emerging technologies such as artificial intelligence and data analytics into SME marketing strategies.
Keywords:
Digital Adoption, Digital Marketing, Marketing performance, SME GrowthDownloads
References
Abrar, K. (2024). Navigating the Challenges of Social Media Marketing for Small and Medium Enterprises (SMEs) in Pakistan: A Qualitative Study. Szabist International Journal of Management Sciences, 1(2), 1-20. https://journals.szabist-isb.edu.pk/index.php/sijms/article/view/23
Agustina, A., Ambarwati, R., & Sari, H. M. K. (2023). Social media as digital marketing tool in MSME: A systematic literature review. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 13(1), 266-279. https://doi.org/10.30588/jmp.v13i1.1534
Armiani, A. (2024). Digital Marketing Strategies for Small and Medium Enterprises: Leveraging social media and E commerce. Management Studies and Business Journal (Productivity), 1(5), 801–808. https://doi.org/10.62207/0vx0b898
Arobo, A. T. (2022). The Effect of Digital Marketing on SMEs: A case study of Swedish and Nigerian companies. https://www.diva-portal.org/smash/get/diva2:1674436/FULLTEXT02
Afolabi, S. O., Owoade, Y. A., Iyere, E. A., & Nwobi, T. (2024). Exploring the potential of digital marketing skills development for SMES competitiveness and responsiveness. World Journal of Advanced Research and Reviews, 23(1), 1242-1252. https://doi.org/10.30574/wjarr.2024.23.1.2123
Alghizzawi, M., Alhanatleh, H., Alhawamdeh, Z. M., Ahmed, E., Ezmigna, A. R., & Omeish, F. (2023). Digital marketing and business performance in SMEs during the corona period. (2023). Journal of Research Administration, 5(2), 7789–7804. https://journlra.org/index.php/jra/article/view/911
Asif, A. I. (2025, June). Analysis of Digital Marketing Activities of SMEs in the European Union. In Publisher. agency: Proceedings of the 10th International Scientific Conference «Modern Scientific Method» (June 12-13, 2025). Vienna, Austria, 2025. 185p (p. 129). University of Leoben. https://ojs.publisher.agency/index.php/MSM/article/view/6463
Amin, M., Gohar, M., & Ali, I. (2025). Impact of digital transformation on SME’s marketing performance: role of social media and market turbulence. Discover Sustainability, 6(1), 378. https://doi.org/10.1007/s43621-025-01228-3
Aromataris, E., & Munn, Z. (Eds.). (2020). JBI Manual for Evidence Synthesis. Joanna Briggs Institute. https://doi.org/10.46658/JBIMES-20-01
Berbatovci, I., & Buja, S. (2024). Impact of digital marketing on the growth of SME manufacturing businesses in Kosovo. Asian Economic and Financial Review, 14(7), 527. https://doi.org/10.55493/5002.v14i7.5131
Bianchini, M., & Sancho, M. L. (2025). SME digitalisation for competitiveness: The 2025 OECD D4SME Survey. OECD SME and entrepreneurship papers. https://doi.org/10.1787/197e3077-en.
Bishrul, N. (2025). Impact of Digital Marketing on Sales Growth of Small and Medium Enterprises in Sri Lanka. International Journal of Research and Innovation in Social Science, 9(3), 3358–3367. https://dx.doi.org/10.47772/IJRISS.2025.903SEDU0247
Colombo, M. G., Füner, L., Guerini, M., Hottenrott, H., & Souza, D. (2025). The state of European entrepreneurship: Trends in quantity and quality in France, Germany, and the UK (2009-2023) (No. 25-052). ZEW Discussion Papers. https://www.econstor.eu/handle/10419/330316
da Silva, A., de Almeida, I. D., Dionisio, A., Rabadão, C., & Capela, C. (2025). How digital technologies enhance competitiveness in manufacturing SMEs. Journal of Innovation and Entrepreneurship, 14(1), 103. https://doi.org/10.1186/s13731-025-00576-8
da Costa Júnior, J. F., Calazans, D. L. M., & de Araújo, A. G. (2024). Internationalization ecosystems: a systematic literature review in search of a new theoretical framework. Revista Ibero-Americana de Estratégia, 23(3), e25609-e25609. https://doi.org/10.5585/2024.25609
Haider, G., Zubair, L., & Saleem, A. (2024). Big Data Analytics-Enabled Dynamic Capabilities and Market Performance: Examining the Roles of Marketing Ambidexterity and Competitor Pressure. arXiv preprint arXiv:2407.15522. https://doi.org/10.48550/arXiv.2407.15522
Gonzalez-Varona, J. M., López-Paredes, A., Poza, D., & Acebes, F. (2024). Building and development of an organizational competence for digital transformation in SMEs. arXiv preprint arXiv:2406.01615. https://doi.org/10.48550/arXiv.2406.01615
Ilyas, D., Shahbaz, M., Fatima, N., & Ahmad, W. (2024). Revolutionizing Digital Marketing with Blockchain Technology: An empirical investigation of Pakistani SMEs. Institute of Business & Technology (IBT)-Journal of Business Studies, 20(1), 65-90. https://ojs.ilmauniversity.edu.pk/index.php/ibtjbs/article/view/200
Imtiaz, H., Ghauri, K., & Umair, M. (2025). Digital Marketing Adoption and SMEs' Growth in Pakistan: A Strategic Management Perspective. Journal of Management & Social Science, 2(1), 362-375.
Dsilva, J., & Singh, S. (2024). A Study on Digital Marketing Practices of SMEs in India. Library of Progress-Library Science, Information Technology & Computer, 44(3). https://doi.org/10.48165/bapas.2024.44.2.1
Fuad, M., Nath, A., SIDDIQUE, M., & Chowdhury, S. A. (2023). Impact of digital marketing on small and medium enterprises (SMEs) in Bangladesh. Corporate Sustainable Management Journal Учредители: ZIbeline International Publishing, 2(2), 90-100. https://doi.org/10.26480/csmj.02.2024.90.100
Hakimi, R., Fitriana, W., & Hariance, R. (2023). Implementation of Digital Marketing for Small and Medium Enterprises. Liquidity: Jurnal Riset Akuntansi dan Manajemen, 12(1), 21-32. https://doi.org/10.32546/lq.v12i1.1971
Hokmabadi, H., Rezvani, S. M., & de Matos, C. A. (2024). Business resilience for small and medium enterprises and startups by digital transformation and the role of marketing capabilities—A systematic review. Systems, 12(6), 220. https://doi.org/10.3390/systems12060220
Indarwati, T. A. (2025, August). Navigating digital frontiers: A systematic literature review of digital marketing strategies in SMEs across emerging and developed economies (2015–2025). In International Conference on Digital Business Innovation and Technology Management (ICONBIT), 1(2). https://proceeding.unesa.ac.id/index.php/iconbit/article/view/5938
Ibikunle, O. (2025). Digital Marketing Strategies and Small Business Growth: Evidence from Nigerian Small and Medium Enterprises. Available at SSRN 5543680. https://dx.doi.org/10.2139/ssrn.5543680
Ihemebiri, C., Ukwandu, E., Ofusori, L., & Olebara, C. (2023). The Role of Social Media on Selected Businesses in Nigeria in The Era of COVID-19 Pandemic. arXiv preprint arXiv:2305.19299. https://doi.org/10.48550/arXiv.2305.19299
Jadhav, G. G., Gaikwad, S. V., & Bapat, D. (2023). A systematic literature review: digital marketing and its impact on SMEs. Journal of Indian Business Research, 15(1), 76-91. https://doi.org/10.1108/JIBR-05-2022-0129
Khan, Z. U., Munir, R. M., & Shahid, A. (2025). Organizational Performance through Digital Marketing: Evidence from Pakistani Small and Medium Enterprises. Global Management Sciences Review, 10(3), 12-21. http://dx.doi.org/10.31703/gmsr.2025(X-III).02
Kumar, V. (2025). E-Commerce And Its Growing Role in the Economic Development of India. International Education and Research Journal (IERJ), 11(12). https://doi.org/10.5281/zenodo.18115633
Kumar, D., Shaikh, M., & Gilal, N. G. (2025). Digital Marketing and Customer Satisfaction in SMEs: Exploring the Mediating Role of Customer Engagement. Journal of Economic Impact, 7(2), 146-153. https://ideas.repec.org/a/adx/journl/v7y2025i2p146-153.html
Lestari, R. B., Shihab, M., & Andriana, I. (2024). Social media marketing and its impact on SMEs’ business performance. KnE Social Sciences, 9(14), 503–515. https://doi.org/10.18502/kss.v9i14.16121
Le, T. T., Quan Chau, T. L., Vo Nhu, Q. P., & Ferreira, J. J. (2024). Digital platforms and SMEs’ performance: the moderating effect of intellectual capital and environmental dynamism. Management Decision, 62(10), 3155-3180. https://doi.org/10.1108/MD-04-2023-0616
Malik, R. S. M. R. S., Jiwani, N. J. N., Ibrahim, A. W. I. A. W., & Awais, M. A. M. (2024). The Effect of Digital Marketing on Sales Increase in SMEs: Prioritizing Innovation. Journal of Managerial and Social Science Innovations, 1(1), 31-42. https://www.jomssi.com/jomssi/index.php/jomssi/article/view/4
Masikonte, I. N., Kitur, B., & Maina, K. C. (2024). Digital marketing strategies and growth of small and medium enterprises in Nairobi County, Kenya: A case study of Kamukunji Business Centre. International Academic Journal of Innovation, Leadership and Entrepreneurship, 2(4), 278–344. https://iajournals.org/articles/iajile_v2_i4_278_344.pdf
Mittal, S., & Kumar, V. (2024). Analyzing the Role of Technological Capabilities and Digital Marketing on the Performance of E-Commerce-Based SMEs. Indian Journal of Marketing, 54(12), 45-60. https://doi.org/10.17010/ijom/2024/v54/i12/174658
Mustaqeem, K. M., & Sarder, M. A. U. (2024). The impact of digital marketing on small and medium enterprises (SMEs) in Bangladesh. International Journal of Research and Scientific Innovation (IJRSI), 11(9), 807-816. https://doi.org/10.51244/IJRSI.2024.1109069
Mahsyar, J. H., & Watulandi, M. (2025). Digital Marketing Landscape a Comprehensive Systematic Literature Review. Indonesian Journal of Business and Economics, 8(1), 1108-1115. https://ijbe.uniku.ac.id/pub/article/view/4
Nath, A., & Chowdhury, S. A. (2024). Digital marketing adoption and performance of SMEs in Bangladesh. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.5086502
Oumaima, J., & Lamari, S. (2024). Customer Experience in the Digital Transformation Era: Insights on Personalization, Digital Marketing, and Customer Relationship Management. International Journal of Economics, Management and Finance (IJEMF), 3(2), 52-69. https://doi.org/10.5281/zenodo.14109688
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., McGuinness, L. A., Stewart, L. A., Thomas, J., Tricco, A. C., Welch, V. A., Whiting, P., & Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372. https://doi.org/10.1136/bmj.n71
Portocarrero-Sierra, L., Morató-Farreras, J., Restrepo-Morales, J. A., & López-Cadavid, D. A. (2025). Driving SME digital transformation in Colombia: analyzing key factors and Sustainable Development Goals (SDGs) impact. Journal of Technology Management & Innovation, 20(3), 59-71. http://dx.doi.org/10.4067/s0718-27242025000300059
Rahman, I. U., Shah, S. T. H., Rashid, M. H. U., & Ahmad, M. (2021). An Investigation of E-marketing Adoption and its Effect on Marketing Performance of SMEs in KPK. International Journal of Business and Management Sciences, 2(3), 131-149. https://ijbmsjournal.com/index.php/jbmis/article/view/51
Rampaul, K. (2025). Digital transformation and sme growth in emerging markets. Journal of Emerging Markets and Management, 1(1), 15-25. https://doi.org/10.63385/jemm.v1i1.35
Setiawan, R., Prasetyo, P. T., & Yuniawan, A. (2025). Digital Marketing Strategy for Sustainable Performance of MSMEs: Literature Review. Research Horizon, 5(1), 33-46. https://doi.org/10.54518/rh.5.1.2025.447
Sendawula, K., Najjinda, S., Kisubi, M. K., & Kintu, I. (2025). The contribution of social media competencies and privacy in catalyzing the sustainable performance of small and medium enterprises (SMEs) in Uganda. Journal of Ethics in Entrepreneurship and Technology, 5(2), 187-205. https://doi.org/10.1108/JEET-10-2024-0034
Sharabati, A. A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The impact of digital marketing on the performance of SMEs: An analytical study in light of modern digital transformations. Sustainability, 16(19), 8667. https://doi.org/10.3390/su16198667
Subasinghe, S. A. C. P., & Fernando, W. W. A. S. (2024). Influence of digitalization and sustainability initiatives on competitiveness of Colombo Port. Journal of Business Research and Insights (former Vidyodaya Journal of Management), 10(02). https://journals.sjp.ac.lk/index.php/vjm/article/view/7961
Subhani, W., Naz, M. A., Sultan, N., & Nazir, M. U. (2024). Enterprise Resource Planning Adoption Behaviour in SMEs of Pakistan with the Mediating Role of Attitude. Journal of Excellence in Social Sciences, 3(2), 127-144. https://doi.org/10.69565/jess.v2024i3.293
Soomro, R. B., Memon, S. G., Dahri, N. A., Al-Rahmi, W. M., Aldriwish, K., A. Salameh, A., ... & Saleem, A. (2024). The adoption of digital technologies by small and medium-sized enterprises for sustainability and value creation in Pakistan: The application of a two-staged hybrid SEM-ANN approach. Sustainability, 16(17), 7351. https://doi.org/10.3390/su16177351
Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence‐informed management knowledge by means of systematic review. British Journal of Management, 14(3), 207-222. https://doi.org/10.1111/1467-8551.00375
Ullah, I., Khan, M., Rakhmonov, D. A., Bakhritdinovich, K. M., Jacquemod, J., & Bae, J. (2023). Factors affecting digital marketing adoption in Pakistani small and medium enterprises. Logistics, 7(3), 41. https://doi.org/10.3390/logistics7030041
Veseli-Kurtishi, T. (2024). The impact of digital marketing on the performance of small and medium-sized enterprises in North Macedonia. Marketing and Branding Research, 11(1), 1-11. https://doi.org/10.32038/mbr.2024.11.01.01
Wiweko, A., & Anggara, A. W. (2025). Digital marketing practices among SMEs in Indonesia: Trends, challenges, and opportunities. International Research Journal of Economics and Management Studies, 4(5), 315–323. https://doi.org/10.56472/25835238/IRJEMS-V4I5P140
Wu, C. W., Botella-Carrubi, D., & Blanco-González-Tejero, C. (2024). The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs). Technological Forecasting and Social Change, 200, 123142. https://doi.org/10.1016/j.techfore.2023.123142
Zafar, N., & Madni, A. R. (2024). Adoption of social media by small and medium sized (SMEs) enterprises of District Sargodha for promotion of Businesses. Social Science Review Archives, 2(2), 1424-1434. https://doi.org/10.70670/sra.v2i2.194
Zamri, N. A. B., Abdul Rahim, R., & Norizan, N. B. (2024). Digital Marketing Strategies and Their Impact on Business Performance in Small and Medium Enterprises within the Education Sector in Malaysia: A Systematic Literature Review. Advances in Social Sciences Research Journal, 11(2.2), 95–108. https://doi.org/10.14738/assrj.112.2.16428
Zamri, N. A. B., Rahim, R. A., & Norizan, N. B. (2024). The effectiveness of digital marketing towards SMEs: A systematic literature review. Advances in Social Sciences Research Journal, 11(2.2), 78-94. https://doi.org/10.14738/assrj.112.2.16427
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 International Journal on Recent Trends in Business and Tourism (IJRTBT)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
