DIGITAL ENTREPRENEURSHIP TECHNIQUES AND ONLINE SMEs USABILITY: A CONCEPTUAL ANALYSIS

Abstract

The purpose of this paper is to review extant related literature on entrepreneurs’ application of Digital marketing and the technical operations for resulted oriented performance in the online market space. The objective therefore is investigate through extensive literature reviews the digital marketing techniques and strategies and their application in the marketplace and market-space how the small and medium scale enterprises can use these techniques to improve their marketing performance. Businesses have gone online and the ones that do not adopt the trend will loss customers to the one that has gone digital.  The paper is a conceptual one, hence the use of literature review to marketing carry out the survey. Related literature on digital marketing techniques and their relevant application by existing firms were done to understand patterns and their uses. The findings showed, that no modern day business can survive without going digital. Imbeds in digital marketing application are immediacy, speed, the disappearance of distance; larger market-space, 24/7 business operations, worldwide visibility among others. The implication of this study to marketing practice is to encourage SMEs to go online, by highlighting the benefits and show that adoption can improve the business of the entrepreneurs. The researcher recommends the adoption of digital marketing by SMEs to ensure worldwide visibility and performance.