DIGITAL MARKETING STRATEGIES OF

SMALL AND MEDIUM ENTERPRISES

(SMEs) IN CAPAS TARLAC
 STATEMENT OF THE PROBLEM
This study aims to determine the factors in digital marketing strategies that affects the marketing performance of

small and medium enterprises.

More specifically it sought answer to the following questions:

1. What is the profile of the Small and Medium Enterprises (SMEs) in terms of:

1.1 number of years in the industry;

1.2 number of employees;

1.3 annual turnover;

1.4 start-up capital

1.5 digital platform used and;

1.6 type of ownership?

 STATEMENT OF THE PROBLEM
2. What are the digital marketing strategies utilized by the Small and Medium Enterprises in

terms of:

2.1 Search Engine Optimization;

2.2 Pay Per Click Advertisements;

2.3 Social Media Marketing;

2.4 Content Marketing;

2.5 Email Marketing and;

2.6 Mobile Marketing?

 STATEMENT OF THE PROBLEM
3. What are the factors affecting the marketing performance of the Small and Medium

Enterprise along the areas of:

3.1 Social Media;

3.2 Search Engine Optimization;

3.3 Website and Blogs and;

3.4 Display Advertisement?

 STATEMENT OF THE PROBLEM
4. Which digital marketing strategies should be suggested for SMEs to utilize based on factors

affecting the marketing performance of the respondent?

PRESENTATION, ANALYSIS, AND
INTERPRETATION OF DATA
1. SMEs Profile
1.1 Number of Years in Business
Table 2
Number of Years in Business
n = 50
No. of Years in Frequency Percentage
Business
Less than 1 year 8 16%
2-5 Years 29 58%
6-10 years 6 12%
Above 15 years 7 14%
Total 50 100%
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1.2 Number of Employees
Table 3
Number of Employees
n = 50
No. of Employees Frequency Percentage

0 - 10 44 88%
11 - 20 3 6%
21 - 30 0 0%
Above 30 3 6%
Total 50 100%
8
1.3 SMEs Annual Turnover
Table 4
Annual Turnover
n = 50
Annual Turnover Frequency Percentage

100,000 - 500,000 42 84%

501,000 - 1,000,000 5 10%
1,001,000 - 5,000,000 3 6%
Above 5,000,000 0 0%
Total 50 100%
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1.4 SMEs Start-up Capital
Table 5
Start-up Capital
n = 50
Start-up Capital Frequency Percentage

50,000 - 200,000 22 44%

201,000 - 400,000 16 32%
401,000 - 500,000 4 8%
Above 500,000 8 16%
Total 50 100%
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1.5 Digital Platforms
Table 6
Digital Platforms
n = 95
Digital Platforms Frequency Percentage
Facebook 47 49.47%
Instagram 15 15.79%
Youtube 1 1.05%
Shoppee 3 3.16%
Lazada 1 1.05%
Tiktok 9 9.47%
Grab 9 9.47%
Food Panda 7 7.37%
Messenger 2 2.11%
Email 1 1.05%
Total 95 100%
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1.6 Ownership Structure
Table 7
Ownership Structure
n = 50
Ownership Structure Frequency Percentage

Sole-Proprietorship 45 90%
Partnership 5 10%
Total 50 100%

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2. Digital Marketing Strategies of SMEs
Table 8
Digital Marketing Strategies
n = 95

Digital Platforms Frequency Percentage

Search Engine Optimization 5 5.21%
Pay Per Click Advertisements 3 3.13%
Social Media Marketing 50 52.08%
Content Marketing 16 16.67%
Email Marketing 2 2.08%
Mobile Marketing 20 20.83%
Total 95 100%

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3.Marketing Performance of SMEs in Capas, Tarlac
3.1 Influence of Social Media
Table 8
Digital Marketing Strategies
n = 50
Social Media Strongly Agree Agree Neutral Disagree Strongly Disagree Mean
Social Media has
increased customer
40 8 2 0 0 1.24
engagement
Social Media has
improved complaint
35 10 3 1 1 1.46
resolution with
customers
Social Media has
improved the experience
37 12 1 0 0 1.28
and satisfaction of
customers
Social Media usage has
led to increased sales
39 10 1 0 0 1.24
Social Media usage has
enabled access to new
41 8 1 0 0 1.20
markets and customers
Social Media usage has
led to increased brand
39 9 1 1 0 1.28
recognition
Average weighted
mean
1.28
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 3.2 Influence of Search Engine Optimization (SEO)
Table 10
Influence of Search Engine Optimization
n = 50
Search Engine Strongly Agree Agree Neutral Disagree Strongly Disagree Mean
Optimization (SEO)
SEO has increased the
number of unique
7 4 35 1 3 2.78
visitors to our website
SEO has increased the
number of clicks on our
6 6 34 2 2 2.76
adverts
SEO has increased the
number of unique visitor
7 3 33 3 4 2.88
to our social media
pages
SEO has enabled access
to new markets and
5 4 32 3 6 3.02
customers
SEO has improved our
brand recognition
4 7 32 3 4 2.92

SEO has increased our

market share
6 3 34 3 4 2.92
Average weighted
mean
2.88
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 3.3 Influence of Websites/Blogs
Table 11
Influence of Websites/Blogs
n = 50
Websites/Blogs Strongly Agree Agree Neutral Disagree Strongly Disagree Mean
Websites / Blogs have
increased our sales
5 7 33 1 4 2.84
volumes
Websites / Blogs have
enabled access to new
4 6 34 1 5 2.94
markets and customers
Websites / Blogs have
increased the number of
3 6 36 2 3 2.92
clicks on our display
adverts
Websites / Blogs have
increased the number of
2 6 36 1 5 3.02
unique visitors to our
social media pages
Websites / Blogs have
increased brand
2 6 37 1 4 2.98
recognition
Websites / Blogs have
improved customer
3 6 35 3 3 2.88
experience and customer
satisfaction
Average weighted
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mean
PRESENTATION TITLE 2.93
 3.4 Influence of Display Adverts
Table 12
Influence of Display Adverts
n = 50
Display Adverts Strongly Agree Agree Neutral Disagree Strongly Disagree Mean
Display adverts have
increased the number of
6 5 32 3 4 2.88
unique visitors to our
website/blog
Display adverts have
increased the number or
6 8 29 4 3 2.80
unique visitors to our
Social Media pages
Display adverts have
increased our sales
7 5 32 2 4 2.82
volume

Display adverts have

increased our market
4 6 33 2 5 2.96
share
Display adverts have
enabled access to new
6 6 31 2 5 2.88
markets and customers
Display adverts have
increased our brand
4 8 31 2 5 2.92
recognition
Average weighted
mean
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2.88
 SUMMARY

The findings of the study are as follows:

1. Respondent – SMEs profile in terms of:
1.1 Number of years in the industry
Majority or 58% of the SMEs have 2 to 5 years in the business.
1.2 Number of employees
Most or 88% of the SMEs have 0 to 10 employees.
1.3 Annual turnover
Eighty four (84%) of the SMEs have an annual turnover of 100,000
to 500,000 pesos.
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 SUMMARY

The findings of the study are as follows:

1.4 Start-up capital
Most or 44% have a beginning capital of 50,000 to 200,000
pesos.
1.5 Digital platform used
Majority or 49.47% utilized facebook in their business.
1.6 Type of ownership
Most or 90% of the SMEs have a sole-proprietorship
structure.
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 SUMMARY

The findings of the study are as follows:

2. Digital marketing strategies utilized by the Small and Medium
Enterprises
The majority, or 52.08%, of small and medium enterprises are using
social media for their business strategy

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 SUMMARY

The findings of the study are as follows:

3. Marketing Performance of the Small and Medium Enterprises
The respondents agreed that social media increased their customer
engagement, improved their complaint resolution, and improved the
experience and satisfaction of their customers. Further, the respondents also
agreed that social media led to increased sales, enabled access to new markets
and clients, increased brand recognition, and strengthened customer loyalty.
This study determined that social media usage had a significant influence on
the marketing performance of SMEs. Small and medium enterprises are
neither agreed nor disagreed in search engine optimization, websites/blogs,
and display advertisements related to the marketing performance of the SMEs.

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 CONCLUSIONS
Based on the findings of the study, the following conclusions were made
in the study.

Social Media usage had a significant influence on the marketing

performance of SMEs. The study established that social media
positively affected marketing performance. The study therefore
concludes that marketing performance was dependent upon social media
usage.
 CONCLUSIONS
The study also concludes that most SMEs perceived SEO, Websites
and Blogs and Display Adverts as having barely significant influence on
their marketing performance. Search engine optimization,
websites/blogs and display adverts was neither agreed nor disagreed
related to the marketing performance of SMEs and the study therefore
concludes that search engine optimization barely affect the marketing
performance.
 RECOMMENDATION

The study also recommends that SMEs adopt

the usage of search engine optimization,
websites/blogs and display advertisements since
the study established that they increase sales
volumes and traffic to websites and social media
pages. This could help them advertise their
products and services to a wider range of clients at
a much cheaper cost.
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THANKYOU SO MUCH FOR
LISTENING!
The floor is now open for your questions, suggestions, and clarifications