Features of marketing for small and medium-sized enterprises in the context of digital transformation

This article examines the features of SME marketing in the context of digital transformation. The relevance of the topic is highlighted given the global digitalization of the economy and the growing importance of digital marketing for SME competitiveness. The purpose of the study is to analyze key trends, challenges, and opportunities associated with the implementation of digital technologies in SME marketing, drawing on Kazakhstan and international experience. Kazakhstan’s high internet penetration (over 90% of the population) and the rapid growth of social media use create favorable conditions for online promotion of goods and services. The research employs analysis and synthesis of scientific publications, statistical data, and recent reports. It was found that digital transformation opens new marketing channels for SMEs (social networks, e-commerce, etc.), allowing them to expand market reach and strengthen customer engagement at relatively low cost. At the same time, several constraints were identified: limited financial and human resources, insufficient digital skills, cybersecurity issues, etc., which impede the effective adoption of digital tools. The practical significance lies in summarizing recommendations to enhance the effectiveness of SME marketing in the digital age. The study concludes that further development of digital competencies among entrepreneurs and government support for small business digitalization are needed to ensure sustainable growth and competitiveness. Based on the findings, recommendations have been developed for SMEs and policymakers aimed at overcoming the identified challenges and more effectively leveraging digital marketing in the SME sector.

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