DR. RUBY LANTING-CASAUL EDUCATIONAL FOUNDATION, INC.
Tomas Cabiles St., San Juan, Tabaco City, Albay
Email Address: [Link]@[Link]
The Role of Digital Marketing in Achieving Business Growth for Small-
Medium Enterprise in Tabaco City
An Undergraduate Research Presented to the Faculty of College of
Bachelor of Science in Business Administration, Dr. Ruby Lanting-Casaul
Education Foundation, Inc. Tabaco City
In partial Fulfillment of the Requirements for the Degree Bachelor of
Science in Marketing Management
Axl Jake A. Barcancel
Jomari Reales
Jhohanna Robrigado
Ms. MILAGROS BURAC, PhD
Adviser
INTRODUCTION
Digital marketing focuses on managing different forms of online
company presence, such as company websites, mobile apps and social
media company pages, integrated with different online communications
tecniques introduced later in this explainer. These include search engine
marketing, content marketing, social media marketing, online advertising,
email marketing and partnership arrangements with other websites. Chaffey
(2025)
Given the diversity of digital marketing methods, there is a similarly
diverse set of benefits available for digitally savvy benefits. On an overarching
level, digital marketing enables businesses to reach customers during
everyday activities, such as scanning social media, reading online articles,
watching videos, etc. When customers are exposed to marketing in this type
of natural and regular manner, it can yield a variety of commercial benefits.
Eisenberg (2025)
In the development world, companies have realized the importance of
digital marketing. In order for business to be successful they will have to
merge online with traditional methods for meeting the needs of customers
more precisely (Waitman, 2022). Introduction of new technologies has
creating new. Business opportunities for marketers to manage their websites
and achieve their business objectives (Kiani, 2021). With the availability of so
many choices for customer. It is very difficult for marketers to create brands
and increase traffic their product and services. Online advertising is a
powerful marketing vehicle for building brands and increasing traffic for
companies to achieve success (Song, 2021). Expectations in terms of
producing results and measuring success for advertisement money spent,
digital marketing is more cost-efficient for measuring ROI on advertisement
(Pepelnjak, 2021).
Today, monotonous advertising and marketing techniques have given
way to digital marketing. In addition, it is so powerful that it can help revive
the economy and can create tremendous opportunities for governments to
function in a more efficient manner (Munshi, 2021). In order for digital
marketing to deliver result for businesses, digital content such as
accessibility, navigation and speed are defined as the key characteristics for
making (Kantilla, 2022). Other tried and tested tool for achieving success
through digital marketing is the use of word-of-mouth WOM on social media
and for making the site popular (Trucov, 2021). Moreover, digital marketing is
need as a key strategic resource to reach a larger target audience and the
last expansion of business. Due to the current fast changing and evolving
technological market environment, SMEs are challenged to embraced and
utilize digital marketing. Due to the constant changes in the digital
marketplace, the adoption of new digital tools is not enough for SMEs these
tools have to be efficiently and properly implemented by the SMEs to
increase their market standing and productivity. However, the use of digital
marketing is still a challenge to most SMEs because of the problems
associated with resources, skills and technology. (Abdelaziz Saleh
Mohammand, 2024).
The Digital Marketing in the Philippines is rapidly digitalization and
changing business landscape in the post-pandemic era have presented new
growth opportunities and challenges for micro, small, and medium enterprises
(MSMEs). This study aims to explore the potential of Facebook advertising
and growth hacking strategies as effective tool for unlocking growth
opportunities for Philippines MSMEs during this transformative period. Small
and medium enterprises (SMEs) in the Philippines are increasingly embracing
digital marketing as a way to improve their business processes and customer
experience. A survey of SMEs in the Philippines believe digital technology
adoption is key enhancing their operations, particularly in customer-facing
areas. In addition, small medium enterprises (SMEs) landscape shows
promise for online marketing, successful implementation needs careful
consideration. This study addresses a gap in existing research by identifying
and analyzing key drivers of online marketing adoption among Philippine
SMEs (Mary Ann Bunol, 2022).
The numerous possibilities created by the online presence of different
law practices have yet to be explored in the Philippines. There is perhaps,
fear by many practicing lawyers to take fil advantage of the internet as a
medium of communication because of the dearth in rules that would govern
its ethical implications. It seems that while rapid technological developments
continue to produce what seem to be limitless opportunities, traditional rules
of law are not as quick in its response to these advances. The effect of this
incongruity is that rules that were once sufficient to control ethical norms in
the past, tend to blur in the face of new technologies (Anna Liza L Su, 2021).
The Digital Marketing in Albay is an all-inclusive digital marketing
company that specializes in web design, e-commerce development, and
SEO. By providing a holistic approach to web design. Our services not only
save you money by eliminating the need to hire multiple agencies or
freelancers but also ensure a consistent and comprehensive approach
promoting your business. With years of collective experience in digital
marketing we are confident that we can deliver exceptional service to clients
at competitive rates. We are leading web development company in Bicol,
Philippines that can handle all the aspects necessary to create a successful
website (Bicolonlinemarketing, 2022).
The burgeoning digital landscape presents both opportunities and
challenges for business, particular Small-Medium Enterprise (SMEs). In
Tabaco City, the role of digital marketing in fostering business growth remains
largely unexplored, necessitating this study. Understanding how SMEs in
Tabaco City leverage digital marketing strategies from social media
engagement to e-commerce platforms is crucial to identifying best practices
and addressing existing gaps. This research will focus on Tabaco City due to
its unique economic characteristics and the potential impact of digital
marketing on its SME sector, offering valuable insights into the specific needs
and challenges faced by business in this context. This research will contribute
to a deeper understanding of the digital marketing practices of the SMEs in
tabaco city and provide valuable insights for policymakers, business leaders,
and other stakeholders seeking to support the growth and development of
small business in the area.
Statement of the problem
1. Digital marketing Tools and strategies for growth used by (SMEs) in
Tabaco city.
1.a Digital marketing tools
1.1a Social Media Platforms
1.1b Email marketing platform
1.1c Analytics platform
1.b Strategies
1.1a Content marketing
1.1b Paid advertising platform
1.1c Inbound marketing
1.1d Affiliate marketing
1.1e Influencer marketing
2. Level of Effectiveness of digital marketing tools and strategies for
growth used by SMEs
2.1 Product
2.2 Price
2.3 People
2.4 Promotion
2.5 Place
2.6 Process
2.7 Physical evidence
3. Challenges met by business owners in the used of Digital marketing
Tools and strategies for growth of (SMEs) in Tabaco City.
4. Recommended measure to address the challenges meet by Small and
Medium Enterprise in Tabaco Albay
Assumption of the study
1. This study assumes that the selected Small Medium Enterprise in Tabaco
City are effectively engaged in some form of business operations and are
open to exploring and utilizing digital marketing strategies to enhance their
business growth.
2. This study presumes that the effectiveness of digital marketing tools and
strategies can be measured through various Key Performance Indicators
(KPI’s) such as revenue, customer acquisition, brand awareness, and market
reach.
3. This study postulates that the findings will provider valuable insights and
practical recommendations that can be applied by SMEs in Tabaco City to
improve their digital marketing strategies and ultimately achieve sustainable
business growth.
Review Related Literature
This chapter presents a review of related literature and studies
considered in this study, Digital Marketing Tools, Effectiveness, Challenges,
and Sustainability that the researchers studied reviewed for the clarify of the
research.
Digital marketing tools for growth used by Small- Medium enterprise
in Tabaco city.
Digital marketing tools are the software and online resources used to
create, manage, and measure marketing campaigns across digital channels.
These tools are essential for businesses aiming to reach and engage their
target audiences online, encompassing a wide array of functionalities. From
website analytics to social media management platforms, email marketing
software to search engine optimization (SEO) tools, and paid advertising
interfaces, these resources allow for the creation of target campaigns, precise
audience segmentation, and detailed performance tracking. The effectiveness
of digital marketing strategy hinges on the strategic selection and skillful
application of these tools, enabling businesses to optimize their online
presence and achieve their marketing objectives.
Social Media Platforms. It has come as no surprise that such platforms,
Facebook to TikTok and elsewhere in between have become the most
dominant weapon of digital marketers. What makes social media different,
however is that it offers businesses the opportunity to directly reach their
target audience and provides a channel where dialogue can flow both
ways[2]. While traditional advertising pushes messages to consumers, social
media marketing enables companies and brands a two-way conversation
with their customers; this opens up the possibility for engagement,
interaction, and community building. Rima Osama Mohammad Othman
(2024)
Social media platforms have become an integral part of daily lives in the
digital age Piranda, (2022). It is a digital marketing tool through which
customers can express their loyalty to a brand Munsch (2021). Social
media has opened new avenues for marketers to gain audience experience
by searching for user-generated content online Faruk (2021). Digital
marketing through social media impacts sales volume, brand image, brand
trust, and the intention to purchase Susilo (2021).
Social media is a popular website, or platform used for microblogging,
collaboration, sharing e-materials. Firms use social media to attract
customers, sell services or products, or strengthen brand position (Zahay,
2023).
Email marketing platform. A digital marketing method used to send
messages promotional campaigns to specific via email. Companies can send
emails that needs customer’s need (Al-Azzam Al-Mizeed, 2021). Sending
emails directly to customer help reach potential customer with appropriate
information relevant to their needs; thus, they are more likely to purchase
(Olson et al., 2021).
Despite the growing popularity of other virtual information delivery
services, email remains one of the most popular tools for online marketing.
Based on Statista’s analysis, in 2022, the number of email users worldwide is
4.26 billion and will grow to 4.27 billion in 2026. In 2020, around more than
376 billion emails were sent and received globally daily. This is projected to
increase to more than 376 billion daily emails in 2025 (Lynch, 2023).
Email marketing is a form of direct marketing and can be used for
acquisition and retention, supporting other forms of digital marketing, such as
Search Engine Marketing (hereafter referred to as SEM) and Social Media
Marketing (hereafter referred to as SMM). It involves sending promotional
messages, typically to a group of people, by email (Chadwick, 2022).
Analytics platform. Digital marketing analysis involves systematically
collecting and analyzing data related to digital marketing activities. It
aims to provide insight into the effectiveness of digital marketing
campaigns and inform decision making. Digital marketing analytics can be
done using a variety of tools and techniques, including web analytics, social
media analytics, and customer relationship management (CRM) systems.
Zhou (2021).
Digital marketing Strategies for growth used by Small- Medium
enterprise in Tabaco city.
Content Marketing. To attract and engage consumers, content marketers
provide quality and relevant material. Content includes blogs, videos,
infographic, and more. Content marketing attracts and engages target
audiences by generating and sharing valuable content. Content marketing
institute is a top resource for content marketing methods and trenfds. Khaled
Nser (2021)
The researcher proposed a future vision for the development of
marketing communication strategies and the content creation in digital
advertising in several dimensions, the most important of which are digital
marketing strategies, artificial intelligence tools, solutions and systems, the
purchasing decision of the digital consumer, and ethical and legal regulation.
The key words of Content Creation-Digital Advertising-Marketing
communication strategies-Digital Marketing Influencer Marketing-Prospective
Studies-Consumer behavior Artificial Intelligence Engagement Pyramid
Model-Multimedia Richness Thabit (2023).
The goal of this content is not only to sell products or services but also
to establish trust, authoritativeness and a relationship with the consumer.
Some research has even gone so far as to suggest that high-quality content
confers brand loyalty, since people are more likely to stick with brands that
consistently provide them information or entertain them or move their
hearts somehow. The increasing popularity of platforms like YouTube a very
visual medium, which is why video content has become the primary
marketing strategy across all different types of industries. Nargis Parveen
(2024)
To attract and engage
consumers, content marketers
provide quality and relevant
material. Content
includes blogs, videos,
infographics, and more. Content
marketing attracts and engages
target audiences by generating
and
1278
sharing valuable content.
Content includes blogs, videos,
infographics, etc. The "Content
Marketing Institute" is a top
resource
for content marketing methods
and trends (2021).
Digital marketing is marketing
done via websites, email,
applications, and social networks
on computers, tablets, and
phones
(Allahham & Ahmad, 2024). The
definition of digital marketing as
advertising goods and services
using computers,
smartphones, and digital devices
matches this concept. The
platforms are used for e-
commerce, branding, and client
acquisition and retention. B2B
digital marketing for e-commerce
enterprises aims to complete the
online sale. Digital
marketing for B2B companies
without e-commerce is called
content marketing or inbound
marketing. Lead generation aids
client acquisition, conversion, and
retention (Chaffey & Ellis-
Chadwick, 2021)
Digital marketing is marketing
done via websites, email,
applications, and social networks
on computers, tablets, and
phones
(Allahham & Ahmad, 2024). The
definition of digital marketing as
advertising goods and services
using computers,
smartphones, and digital devices
matches this concept. The
platforms are used for e-
commerce, branding, and client
acquisition and retention. B2B
digital marketing for e-commerce
enterprises aims to complete the
online sale. Digital
marketing for B2B companies
without e-commerce is called
content marketing or inbound
marketing. Lead generation aids
client acquisition, conversion, and
retention (Chaffey & Ellis-
Chadwick, 2021)
Digital marketing is marketing
done via websites, email,
applications, and social networks
on computers, tablets, and
phones
(Allahham & Ahmad, 2024). The
definition of digital marketing as
advertising goods and services
using computers,
smartphones, and digital devices
matches this concept. The
platforms are used for e-
commerce, branding, and client
acquisition and retention. B2B
digital marketing for e-commerce
enterprises aims to complete the
online sale. Digital
marketing for B2B companies
without e-commerce is called
content marketing or inbound
marketing. Lead generation aids
client acquisition, conversion, and
retention (Chaffey & Ellis-
Chadwick, 2021)
Digital marketing is marketing
done via websites, email,
applications, and social networks
on computers, tablets, and
phones
(Allahham & Ahmad, 2024). The
definition of digital marketing as
advertising goods and services
using computers,
smartphones, and digital devices
matches this concept. The
platforms are used for e-
commerce, branding, and client
acquisition and retention. B2B
digital marketing for e-commerce
enterprises aims to complete the
online sale. Digital
marketing for B2B companies
without e-commerce is called
content marketing or inbound
marketing. Lead generation aids
client acquisition, conversion, and
retention (Chaffey & Ellis-
Chadwick, 2021)
Digital marketing is marketing
done via websites, email,
applications, and social networks
on computers, tablets, and
phones
(Allahham & Ahmad, 2024). The
definition of digital marketing as
advertising goods and services
using computers,
smartphones, and digital devices
matches this concept. The
platforms are used for e-
commerce, branding, and client
acquisition and retention. B2B
digital marketing for e-commerce
enterprises aims to complete the
online sale. Digital
marketing for B2B companies
without e-commerce is called
content marketing or inbound
marketing. Lead generation aids
client acquisition, conversion, and
retention (Chaffey & Ellis-
Chadwick, 2021)
Digital marketing is marketing
done via websites, email,
applications, and social networks
on computers, tablets, and
phones
(Allahham & Ahmad, 2024). The
definition of digital marketing as
advertising goods and services
using computers,
smartphones, and digital devices
matches this concept. The
platforms are used for e-
commerce, branding, and client
acquisition and retention. B2B
digital marketing for e-commerce
enterprises aims to complete the
online sale. Digital
marketing for B2B companies
without e-commerce is called
content marketing or inbound
marketing. Lead generation aids
client acquisition, conversion, and
retention (Chaffey & Ellis-
Chadwick, 2021)
Digital marketing is marketing
done via websites, email,
applications, and social networks
on computers, tablets, and
phones
(Allahham & Ahmad, 2024). The
definition of digital marketing as
advertising goods and services
using computers,
smartphones, and digital devices
matches this concept. The
platforms are used for e-
commerce, branding, and client
acquisition and retention. B2B
digital marketing for e-commerce
enterprises aims to complete the
online sale. Digital
marketing for B2B companies
without e-commerce is called
content marketing or inbound
marketing. Lead generation aids
client acquisition, conversion, and
retention (Chaffey & Ellis-
Chadwick, 2021)
Paid Advertising platform. Digital marketing done via websites, email,
applications, and social networks on computers, tablets, and phones
(Allahham & Ahmad, 2024).
The definition of digital marketing as advertising goods and services
using computers, smartphones, and digital devices matches this concept. The
platforms are used for E-commerce, branding, and client acquisition and
relation. B2B digital marketing for E-commerce enterprises aims to complete
the online sale, Digital marketing for B2B companies without E-commerce is
called content marketing or inbound marketing Chaffey et al., (2021).
Inbound Marketing. Inbound marketing is a marketing strategy that has
gained widespread popularity in recent years due to its ability to attract
potential customers through the creation of valuable and relevant content.
Inbound marketing involves creating content that solves problems or
answers questions for a target audience, and using that content to attract
potential customers to a business or brand Hubspot (2021).
Affiliate Marketing. Affiliate Marketing is a marketing that leverages a
community of users loyal to a business or brand to attract new users (McDAY,
2023). It is the highest form of performance based digital marketing. The
performance-based characteristic of Affiliate Marketing is that the advertiser
only pays affiliates if the results of their activities have been achieved. An
advertiser usually pays for the pays for the purchase of a product or service
by a customer who has been referred through an affiliate. This system has a
low risk for the advertiser compared to investing in other digital marketing
tools. This is why more and more advertisers are using Affiliate Marketing in
their marketing Visser (2021).
Affiliate Marketing has a significant role to perform in digital marketing. It
provides a platform for business and online marketing tools to track different
affiliate companies and evaluate their performance and profit. It also serves
as a provider of creative content and facilitates the utilization of skills to
generate financial returns in various markets Chattopadhyay (2021).
Influencing individuals to make purchases and promoting products are
the goals of Affiliate Marketing. Publishers and affiliates strive to draw in
customers and persuade them to purchase goods. The goal of this type of
marketing is to encourage consumers to make impulsive purchases, which
will increase sales of the items being advertised Amelia (2023).
Influencer Marketing. The influencer marketing is a strategy that involves the
collaboration between brands or companies and individuals who influence and
popularity on social media or within specific industries Chopra et al., (2021).
These individuals, commonly referred to as “influencers,” boast a sizable and
dedicated follower base on platforms such as Instagram, YouTube, Twitter,
TikTok, and more. Influencer marketing harnesses the allure and impact of
these influencers to promote products, services, or specific brands to their
audience Patmawati et al., (2022).
Significant of the study
This research will contribute to a deeper understanding of the digital
marketing practices of the SMEs in tabaco city and provide valuable insights
for policymakers, business leaders, and other stakeholders seeking to
support the growth and development of small business in the area.
DR. RUBY LANTING-CASAUL EDUCATIONAL
FOUNDATION, INC.
Tomas Cabiles St., San Juan, Tabaco City, Albay
Email Address: [Link]@[Link]
RESEARCH QUESTIONNAIRE
Dear Respondents
This instrument is used to gather data and information to aid in a
research study on “The Role of Digital Marketing in Achieving Business
Growth for Small-Medium Enterprises in Tabaco City”. The study’s goal is to
recommend strategies for Digital Marketing in Achieving Business Growth for
Small-Medium Enterprises in Tabaco City and to review how the Small-
Medium Enterprises satisfied the customer experience.
Please feel free to answer this questionnaire. We assure you that all
information here will be treated with the highest confidentiality.
Thank you very much!
The Researchers
I.a Digital marketing tools used by your establishment.
Directions: Read each statement below and rate the level of effectiveness of
each digital marketing tool used in your organization using the following
scale:
4- Very Effective 2- Slightly Effective
3- Effective 1- Not Effective
A. Social Media Platforms
INDICATORS 1 2 3 4
1. Facebook
2. Instagram
3. TikTok
4. Shopee
5. Lazada
B. E-mail Marketing
INDICATORS 1 2 3 4
1. Mailchimp
2. Constant Contact
C. Analytics
INDICATORS 1 2 3 4
1. Google Analytics
I.b Digital Marketing Strategies
A. Content Marketing
INDICATORS 1 2 3 4
1. Web Traffic
2. Social Media Engagement
3. Lead Generation
[Link]
Awareness/Reputation
5.
B. Paid Advertising Platform
INDICATORS 1 2 3 4
1. Cost Per Acquisition
2. Brand Reach
3. Click-Through Rate
4. Return on ad Spend
5.
C. Inbound Marketing
INDICATORS 1 2 3 4
1. Search Engine
2. Website Traffic
3. Brand Awareness
4. Lead Generation
5.
D. Affiliate Marketing
INDICATORS 1 2 3 4
1.
2.
3.
4.
5.
E. Influencer Marketing
INDICATORS 1 2 3 4
1.
2.
3.
4.
5.
II. Level of effectiveness of digital marketing tools employed in your
company.
Directions: Read each statement below and rate the level of effectiveness of
each digital marketing tool used in your organization using the following
scale:
4- Very Effective 2- Slightly Effective
3- Effective 1- Not Effective
A. PRODUCT
INDICATORS 1 2 3 4
1. Effectively showcases product
features
2. Improves product visibility &
reach
3. enhances brand image and
perception
4. Drives online sales and inquiries
5. Facilities customer reviews and
feedback
B. PRICE
INDICATORS 1 2 3 4
1. Facilities price comparison and
transparency
2. Allows for flexible pricing models
3. Supports targeted pricing strategies
4. Increase price competitiveness
5. Improves revenue generation
through online sales
C. PEOPLE
INDICATORS 1 2 3 4
1. Promotes better customer
experience
2. Reaches target audience better
3. Gains customer loyalty
4. Engages the audience
5. Reaches global audience
D. PROMOTION
INDICATORS 1 2 3 4
1. Effective use of social media
marketing
2. Successful search engine optimization
(SEO)
3. Engaging email marketing campaigns
4. Effective use of paid advertising
(PPC)
5. Strong online brand building
E. PLACE
INDICATORS 1 2 3 4
1. Improves online accessibility
2. Expands market reach through e-
commerce
3. Facilitates online ordering & delivery
4. Enhances customer service online
5. Integrates online and offline channels
F. PROCESS
INDICATORS 1 2 3 4
1. Generates more revenue
[Link] communication of information
3. Use of advance data analysis
4. Convenience and quick service
5. Time-effective marketing
G. PHYSICAL EVIDENCE
INDICATORS 1 2 3 4
1. Showcasing product/services online
2. Highlighting facility design
3. Efficient promotion of
product/services
4. Creating website design
5. Branding and increasing exposure
III. Challenges in the use of digital marketing tools.
Directions: Below are challenges experienced in the use of digital marketing tools.
Rank them 1 being the most challenging and 10 being the least.
INDICATORS
RANK
[Link] digital marketing knowledge/skills
[Link] cost of digital marketing tools/services
[Link] of reliable internet access
[Link] competition in the digital space
[Link] measuring ROI
[Link] up with changing digital trends
[Link] security and privacy concerns
[Link] a consistent online presence
[Link] to different digital platforms
[Link] with negative online reviews
