THE IMPACT OF DIGITAL MARKETING ON THE DEVELOPMENT OF SMEs IN KOSOVO
THE IMPACT OF DIGITAL MARKETING ON THE DEVELOPMENT OF SMEs IN KOSOVO

Summary/Abstract: The purpose of the paper is to analyze the digital marketing techniques that small and medium enterprises in Kosovo use today for the development and promotion of their businesses. New developments in global marketing inspire new ways in which companies connect with their customers, focusing on digital marketing. The very rapid development of technology in the digital age has an impact on various lines of life, including changes in consumer purchasing behavior. Therefore, the need to learn about the research trends and topics in digital marketing in SMEs is important. Every day, more and more marketing activities are being carried out using digital media, from product promotions and offers to sales. Digital marketing enables business people to monitor and satisfy all the needs and wants of consumers. The research methodology used in this paper consists of using primary and secondary data, but the main part is mainly primary data. The collection of primary data, in order to carry out the empirical part of the study, was achieved through a survey conducted with 200 small and medium-sized businesses in the territory of Kosovo. The paper consists of the theoretical part, empirical studies and statistical analyses. From the research we can see that it is a necessity to create and apply digital techniques for more efficient communication with customers, and therefore better business results. Every company must design a strategy that will combine traditional and modern communication media

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