Restructuring Digital Marketing Strategies for Sustainability of Small and Medium Enterprises Post Coronavirus

Abstract

Small and medium enterprises (SMEs) are mostly affected by crisis events because they are the least prepared of all the organizations. This is because they have less resilience, limited ability, scarce resources and flexibility in dealing with costs associated with heavily implemented measures to combat Coronavirus pandemic. This literature review identified the major digital marketing strategies that can enhance SMEs' sustainability after the adverse effects of Coronavirus pandemic. Specifically, this literature review showed how running Facebook ads, cold calling emails, revamping of the website, building system retargeting, and recycling old content influences SMEs' sustainability. A qualitative research methodology through thematic analysis was utilized. The findings revealed that the use of Facebook among SMEs allows direct sales to the consumers and reduces losses associated with middlemen. Well-revamped website allows SMEs to gain a competitive advantage by improving their image thereby providing benefits such as increased sales, gaining more leads and prospects, enhancing the SME's professional brand, and improving customer service. Meanwhile, retargeting was found to establish strong relationships with potential customers and cold calling emails was found to be beneficial for SMEs as it is affordable, scalable, effective and most importantly, increases sales by growing organizational networks. Also, recycling old content enhances SMEs' meta-information and keywords distribution, hence, improving Google ranking. This, in turn, helps in increasing the number of sales and, thus, the overall profitability of the companies. This paper concluded that although SMEs are mostly affected by COVID-19 pandemic, efficient adoption of digital marketing strategies enhances their sustainability.