STRATEGIES FOR ENHANCING THE COMPETITIVENESS OF SMALL BUSINESSES THROUGH DIGITAL MARKETING TOOLS
Keywords:
Digital marketing, small business, competitiveness, SEO, social media, data analytics, Uzbekistan.Abstract
In the context of global digital transformation, small businesses face increasing competition, requiring new marketing approaches to survive and grow. This paper explores strategies for improving small business competitiveness through digital marketing tools, focusing on their effectiveness, implementation barriers, and measurable impacts. Using mixed methods combining quantitative data from 100 Uzbek SMEs and qualitative interviews with marketing professionals, the study finds that digital marketing enhances visibility, reduces transaction costs, and increases customer loyalty. Key tools—social media marketing, SEO, email automation, and data analytics—were found to raise sales conversion rates by 35–50%. The study concludes with policy recommendations for fostering digital literacy and national digital infrastructure to strengthen SME competitiveness.
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