Small and Medium Enterprises Go Digital

• Author: Nichifor E. - Tierean O.M.
• Position: Transilvania University of Brasov - Transilvania University of Brasov
• Pages: 61-66

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 12 (61) No. 2 – 2019

https://doi.org/10.31926/but.es.2019.12.61.2.8

SMALL AND MEDIUM ENTERPRISES GO DIGITAL

E. NICHIFOR1 O.M. ȚIEREAN2

Abstract: Beyond today’s technological development, the main aspect is

the diversity of generations and their characteristics. Given the consumption

behaviour that differs from generation to generation, companies tend to be

more and more concerned with the proper use o f definite features so that

the personalization of transmitted messages is as specific as possible using

the digital environment. This defines an organization as a digital one,

together with the 10 technologies: digi tal profiling, target group

segmentation, website, search engine marketing (SEM), campaign

management, content management, social media, mobile applications,

digital collaboration and analysis.

Key words: digitalization, target group, digital marketing, analytics,

advertising.

1. Introduction

SMEs are recognized as the driving force of a country' s economy and the vast majority

of them fail to reach their potential because they do not capitalize on their innovative

and creative capacity with the help of technology. The reason why this is happening is

that the tools that technology currently offers to reach the strategic communication

ability in marketing are not known. From this point of view, the need for digitization in

such an entity is becoming more and more apparent. The need to digitize the business

and processes that take place within a company is increasingly promoted and has

become one of the decisive factors for its success.

In other words, the digitization potential of a busi ness is highlighted by the entity's

ability to establish and analyse performance indicators, but also through

individualization (by increasing the attractiveness of products, by approaching different

customers, i mproving the services delivered to th e customer). Once noticed the

digitization potential of the entity, it is complemented by the presence of optimism

regarding Social Media platforms and search engines, which represent support tools

meant to improve the competitive advantage over other businesses on the market. It

contributes to establishing relationships with the target audience, but also to growing

1 Transilvania University of Braşov, eliza.nichifor@student.unitbv.ro

2 Transilvania University of Brașov, ovidiu.tierean@unitbv.ro