Difficulties faced by small and medium-sized enterprises (SMEs) in underdeveloped nations in implementing digital marketing. ACase study of Bangladesh and Ethiopia

Abstract

This study focuses on the difficulties that Small and Medium-sized Enterprises (SMEs) in Bangladesh and Ethiopia have while implementing digital marketing strategies into practice. SMEs today have more opportunities for business because of the digital revolution, but those in underdeveloped nations face particular challenges because of their lack of resources and expertise. Semi-structured interviews with SME managers and owners in both countries were analyzed thematically using a qualitative research approach to find recurrent issues. One of the many major findings is that social media sites like Facebook, Instagram, Twitter, LinkedIn, and TikTok are the most popular for digital marketing, especially in cities. The lack of resources, social and cultural issues, and infrastructure constraints like internet connectivity are major obstacles. Digital marketing reach is greatly limited by the digital divide, particularly in rural areas, and low digital literacy among consumers and businesses further complicates implementation. Traditional marketing channels are still preferred by many SMEs, and it's still very difficult to stand out in a competitive market with well-established competitors. The limited sample size, potential limitations resulting from the use of semi-structured interviews, and the lack of quantitative data regarding the effects of digital marketing are some of the study's limitations.