Using digital marketing and outdoor Ads for SMEs Essay

Using digital marketing and outdoor Ads for SMEs - Essay Example This makes marketing a key characteristic that may determine the success of Small and Medium Sized Enterprises (SMEs). This relationship between marketing and small businesses is a concern of many researchers. Mc Cartan-Quinn and Carson (2003) were perhaps pioneers in investigating this relationship. Much of their work (1995, 2003) focused on the role of digital marketing and traditional marketing (with one of this tools is outdoor advertising) for SMEs. Their studies, which were conducted in Ireland, concentrated on examining which issues impact upon marketing in the small businesses (Cartan-Quinn and Carson,2003: p202). However, according to Nahas (2009), marketing and information support and availability are the main obstacles confronted by small and medium enterprises. Many subsequent researchers (e.g., OShea 1998, Motwani, Jiang and Kumar 1998, and Evans and Moutinho 1999) were believed that small businesses tend to be far more creative and innovative than the larger organizatio ns. Moreover, according to (Zartmam, 1978 p29) the factor for SMEs success is the ability to take advantage of modern business techniques. In order to be successful, SMEs must attempt to use modern business techniques, procedures and efficient equipment where available (Kuratko & Hodgetts, 1995). When businesses use modern business techniques, they are virtually guarantees to remain competitive and efficient in their respective markets. This is particularly important for SMEs (Ghose & Yang, 2010 p18). As result, SMEs should consider at digital marketing and outdoor advertising as one of these techniques. It is, therefore, necessary to look for the features of marketing in SME, mainly the digital marketing and outdoor advertising management functions and capabilities with a view to assisting SMEs through the critical stages to permanence. The following is a research proposal with an aim of creating an outline to assist in preparation of final research project that will