Authors: Irma Shyle; Erisjena Rruplli
Addresses: Department of Production and Management, Polytechnic University of Tirana (UPT), Tirana, Albania ' Faculty of Mechanical Engineering, Polytechnic University of Tirana (UPT), Tirana, Albania
Abstract: Marketing has been a challenge for the manufacturing industry worldwide because of its cost. The use of digital marketing is an area that is facing a lack of research on the manufacturing industry in Albania, so this study aims to identify how companies use the internet and digital channels in their marketing strategies. Managers and SME owners have the opportunity to know what digital marketing method can be effective for them; how to reach potential customers and be able to maximise their digital marketing and how to become more competitive. The study is valuable for marketers who can create a form that integrates digital marketing into existing traditional marketing in their organisations. The purpose of this study is to identify how small and medium-sized manufacturing companies in B2B use the internet as a tool for digital marketing strategy and how they see the future development of internet and digital channel use.
Keywords: digital marketing; small and medium enterprise; SME; manufacturing industry; Albania.
International Journal of Business Excellence, 2022 Vol.28 No.2, pp.237 - 252
Received: 10 Feb 2020
Accepted: 09 Apr 2020
Published online: 12 Nov 2022 *