Impact of SME promotional activities on consumer engagement A customer perspective analysis

Amran, Nur Farah Sofia (2024) Impact of SME promotional activities on consumer engagement A customer perspective analysis. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Small and medium enterprises (SME) are organizations with assets, revenue or employees below a certain number. In Malaysia, SMEs are characterized as organizations with a sales turnover under RM 50 million or 75 full-time employees. Promotional activities are a crucial element of the marketing mix, including 4Ps (price, product, promotion and place factor) and involves various strategies to communicate with the target audience. SMEs can use online marketing tactics, like online advertising, content marketing and email marketing to reach their target audience, develop brand visibility and promote their services or products. They can also utilize social media platforms to interact directly with customers, produce personalized content and create communities for their brand. SMEs can improve their marketing efforts by utilizing various promotional activities, including public relations, rewards programs and personal selling. By implementing a comprehensive promotional strategy, SMEs can increase brand recognition, attract the right market and promote business growth. This study highlights the customer purchasing behavior, customer relationship management (CRM) and customer experience as impact of promotional activities on consumer engagement in SME.

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