Discovering the impact of emerging technologies on SMEs’ digital marketing strategies: a conceptual framework

PurposeThis paper aims to explore the impact of emerging digital technologies and marketing strategies in today’s dynamic business landscape, with a focus on their crucial role in enhancing competitiveness and driving the growth and internationalisation of small and medium-sized enterprises (SMEs).Design/methodology/approachA systematic literature review was conducted using the Scopus database to examine and analyse the intersection of digital technologies and digital marketing in the context of SMEs. The review aimed to identify trends, knowledge advancements and future avenues in these challenging research areas. Descriptive analysis was carried out on 70 publications, while content analysis focused on a sample of 21 publications identified through bibliographic clustering.FindingsThe paper identifies five primary clusters from the bibliometric and content analyses, revealing the impact of emerging digital technologies on SMEs’ digital marketing strategies: (1) strategies for social media marketing in SMEs, (2) impact of social media marketing on SMEs’ growth and competitiveness, (3) digital marketing and its impact on SMEs’ performance and internationalisation, (4) emerging technologies and digital innovation for SMEs and (5) e-commerce opportunities in SMEs through digital marketing strategies. Additionally, an integrated conceptual framework is presented to guide future research and offer actionable insights for managers and practitioners.Originality/valueThis article contributes to the existing literature by offering valuable insights into the challenges and opportunities SMEs face in adopting emerging digital technologies and digital marketing, offering a basis for future research and practical implementation.