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No. 3 (2025)
Marketing

Articles

ORGANIZING DIGITAL MARKETING ACTIVITIES IN SMALL BUSINESS ENTITIES

Published 2025-03-28

Authors
Ergashxodjaeva Shaxnoza Jasurovna a , Pаrpiyevа Gulhаyo Rаvshаnbek qizi b
Affiliations
a Head of the Department of Marketing, TDIU, Professor, Doctor of Economics
b Master's student of TDIU E-mail: gulhayoparpiyeva1727@gmail.com Abstract This article examines the theoretical foundations, practical situation and development opportunities of digital marketing activities in small business entities. Modern tools of digital marketing - social network marketing, ways to improve SEO efficiency are highlighted. During the research, the current situation was analyzed based on theoretical sources and national legal documents, as well as existing problems and strategic solutions were identified based on empirical observations and SWOT analysis methods. The results of the analysis showed that the introduction of digital marketing tools in small business entities was important in increasing brand awareness, expanding the customer base, and increasing sales volume. At the same time, the lack of technological literacy, financial constraints and infrastructural problems were identified as the main obstacles. In the end, proposals were developed to increase technological readiness for small businesses, strengthen state support mechanisms, and simplify access to innovation platforms. Keywords: small business, digital marketing, social network marketing, SEO, , SWOT analysis, strategic proposals
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Abstract

This article explored the theoretical foundations, practical conditions, and development prospects of digital marketing within small business entities. Modern digital marketing tools — including social media marketing, SEO, email marketing, and content marketing — were examined in relation to their effectiveness in improving marketing performance among small businesses. The study employed theoretical analysis based on scientific literature and Uzbekistan’s legal framework, alongside empirical observation and SWOT analysis to identify existing c hallenges and propose strategic solutions. The findings demonstrated that the implementation of digital marketing significantly contributed to brand awareness, customer base expansion, and increased sales volumes in small businesses. However, key barriers such as low digital literacy, limited finan cial resources, and underdeveloped infrastructure were also identified. As a result, practical recommendations were proposed, including improving technological readiness, enhancing governmental support, and simplifying access to innovative digital platform s for small business entities.

Keywords

small business, digital marketing, social media marketing, SEO, email marketing, SWOT analysis, strategic recommendations

References

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