From Local to Global: How Digital Marketing Strategies Propel Small Businesses into International Markets
DOI:
https://doi.org/10.55606/ijemr.v4i1.490Keywords:
Digital marketing, SME internationalization, conceptual model, SEO, social media, CRM, technological readiness, digital trustAbstract
In the rapidly evolving digital economy, small and medium sized enterprises (SMEs) are increasingly using digital marketing strategies to overcome traditional barriers to internationalization. However, despite growing accessibility to digital platforms, many SMEs struggle with strategic integration, limited technological readiness, and institutional constraints. This study investigates how digital marketing tools such as search engine optimization (SEO), social media, e-commerce, and customer relationship management (CRM) can be effectively leveraged to support SME international growth. The research adopts a qualitative methodology using literature review and thematic analysis of over twenty peer reviewed studies from 2020 to 2024, aimed at developing a conceptual model that maps the interaction between digital tools, internal mediating capabilities (digital trust and technological readiness), and external moderating factors (institutional barriers and market volatility). The findings indicate that while digital tools facilitate market visibility, customer engagement, and transactional efficiency, their success is significantly influenced by internal readiness and external conditions. The resulting conceptual model offers a comprehensive framework for SMEs to align their digital strategies with internationalization goals and highlights the role of policymakers in supporting digital infrastructure and capability development. This research contributes to both theory and practice by bridging digital marketing and international entrepreneurship, proposing a roadmap for sustainable global expansion through adaptive digital strategies.
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