The influence of digital marketing strategy towards online business: A conceptual paper.

Abstract

The growth of small and medium-sized enterprises (SMEs) in Malaysia faces significant challenges, particularly in adapting to the digital landscape due to limited resources and expertise. SMEs face various challenges in effectively leveraging digital marketing strategy, and they must examine ways to overcome these barriers to achieve online success. This paper investigates the impact of digital marketing strategy – such as social media marketing, content marketing and online affiliate marketing on the performance of online business. The paper explores how these strategies contribute to drive the online business performance. By addressing both the financial and non-financial effects of digital marketing strategy, this paper fills an important gap in the existing literature. The paper offers insights for business owners, policymakers and academics to navigate the digital business environment, allowing them to enhance their understanding of the influence of digital marketing strategy in improving online business performance.