What is Pay per Click

Contemporary marketing innovation embraces digital platforms, and irrespective of where SMEs operate, they are confronted with highly volatile, competitive, and dynamic market conditions. Research shows businesses cannot become profitable and competitive without implementing appropriate digital marketing strategies. By utilizing digital tools, SMEs can identify, engage, market, and successfully sustain consumer relationships. Therefore, the chapter analyzes literature to identify the various digital marketing strategies SMEs can adopt, the benefits they stand to gain, and the potential direct and indirect effects on SME performance.