Extent Utilizatiion of Digital Marketing on Selected Enterprises in Lower Bicutan, Taguig City

Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers (Hubspot 2019). Small businesses have very little resources and even capitalization. This is why Digital Marketing provides them with a better and much more cost-effective marketing channel that delivers results. Gartner’s Digital Marketing Spend Report highlighted that up to 40% of respondents claimed getting considerable savings by using digital marketing methods of promotion for their products and services (Gartner 2019). Higher conversion rates generated by effective digital marketing techniques will deliver loads of profitable benefits for you and your business in terms of better and higher revenues. Google confirms this in a study with IPSOS Hong Kong, claiming 2.8 times better revenue growth expectancy for companies using digital marketing strategies to those who do not. With better revenue growth expectancy, small and medium enterprises using digital marketing techniques will have 3.3 times better chances of expanding their workforce and business – opening their doors to better, larger and farther reaching markets both locally and abroad. Google’s AsiaPacific Head of SME Kevin O’Kane describes the Internet as rocket fuel for growth for small and medium enterprises (digitalmarketingphilippines 2019) Internet nowadays is very essential to the point that it becomes a source of income and a marketing strategy to entrepreneurs and executives. As a fact, 40% of the world's population that uses the internet. Chaffey (2015). Eida and El-Gohary (2013) demonstrated that the adoption of Internet marketing by small businesses positively affected sales, marketing performance, marketing effectiveness, and organizational performance. Digital Marketing is easily adopted by businesses, micro to large enterprises. Through time, technology is improving and Digital Marketing has evolved and expressed in many ways. The purpose of this study is to know up to what extent the enterprises utilize Digital Marketing today, the frequency they use Digital Marketing Tools. Geographically, this study was limited to the highly industrialized Lower Bicutan, Taguig City, which has a huge number of enterprises. The questionnaire provided by the researchers were prepared in one (1) set wherein the main goal was to identify the digital marketing tools enterprises most commonly used and to obtain the enterprises and their extent utilization of Digital Marketing in Lower Bicutan, Taguig City. effectiveness and efficiency offered by Digital Marketing to the respondents. The respondents completed this self-: made questionnaire. Based on the questions and clarifications raised by the respondents and the professors, the draft questionnaire was again revised and finalized. In this study, the questionnaires were used in gathering primary data from the respondents.


Inobio, Danielle Angela

Lim, Raymond

Tarroza, Krizelle

Lerit, Ellaiza Jean

Praxidio, Christine

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