Impact of digital marketing towards M-SME’s performance in Malaysia

Mohd Azaridan, Nur Syahira (2024) Impact of digital marketing towards M-SME’s performance in Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This study examines the impact of digital marketing initiatives on the performance of Micro, Small, and Medium Enterprises (M-SMEs) in Malaysia. The research focuses on identifying the benefits experienced by M-SMEs, assessing the influence of digital marketing on customer acquisition and retention rates, and exploring the role of social media marketing in enhancing brand visibility and customer engagement. The study employs a quantitative research approach, utilizing a structured questionnaire to collect data from a sample of M-SMEs operating in various industries across Malaysia. The questionnaire includes sections on digital marketing adoption, perceived benefits, customer acquisition and retention metrics, and social media marketing practices. Preliminary findings indicate that M-SMEs in Malaysia derive numerous benefits from implementing digital marketing strategies, including increased online visibility, improved targeting and personalization, cost-effectiveness, and expanded market reach. Moreover, the adoption of digital marketing demonstrates a positive impact on customer acquisition andretention rates among M-SMEs. The results suggest that M-SMEs leveraging social media marketing experience enhanced brand visibility and improved customer engagement through increased interactions and brand loyalty.

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