MECHANISMS FOR ENHANCING AND OPTIMIZING THE EFFECTIVENESS OF DIGITAL MARKETING STRATEGIES OF SMALL BUSINESS ENTITIES IN UZBEKISTAN
DOI:
https://doi.org/10.65164/6qqw4q47Ключевые слова:
small business, digital marketing, electronic commerce, marketing strategy, competitivenessАннотация
This article investigates the challenges associated with enhancing digital marketing
strategies in small business entities in Uzbekistan. The main objective of the study is to identify
existing problems in the marketing activities of small businesses in the context of a developing digital
environment and to develop practical recommendations based on effective marketing strategies
applied on electronic commerce platforms. The research methodology is founded on secondary
empirical data, which encompasses the examination of previously conducted studies on the impact of
digital marketing on small business entities. The results of the study indicate that the level of digital
marketing adoption among small businesses remains insufficient, particularly in terms of customer
relationship management (CRM) systems, customer interactivity, and the share of online sales. At the
same time, it was found that the effectiveness of marketing strategies on electronic commerce
platforms is directly related to product, pricing, distribution, promotion, and customer relationship
management factors. Based on the results, useful suggestions were made to help small businesses
improve their digital marketing plans.
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