Cutting-edge digital tools in the area of marketing communication and sales used by SMEs versus economic results : evidence from Poland

Abstract

PURPOSE: The purpose of this research is to assess the degree of use of digital marketing tools by Polish SMEs in the context of economic effects. The focus was on communication and sales tools.

DESIGN/METHODOLOGY/APPROACH: A quantitative approach was used. A survey was conducted on a sample of 574 Polish SMEs from the industrial sector. Statistical methods such as difference significance tests (Mann-Whitney U test, ANOVA Kruskal-Wallis test and Dunn's post-hoc tests), Kendall's rank correlation coefficient and Multivariate Adaptive Regression Splines (MARSplines) were used to analyses the data obtained.

FINDINGS: The result of the research proves the positive impact of the use of modern digital technologies for communication and sales on the economic performance of enterprises. They also indicate the importance of barriers on the side of enterprises that inhibit the implementation of the digital instruments presented. Polish SMEs mostly rely on traditional communication channels and customer service methods and make limited use of modern digital marketing tools.

PRACTICAL IMPLICATIONS: Practical implications refer to pointing out to SME managers the need for, as well as ways to implement and finance digital technologies within the framework of various EU programs on digital transformation of member states.

ORIGINALITY/VALUE: This is the first research into the impact of the level of digitalization of the marketing area of Polish SMEs on their economic performance, taking into account the level of digital competence of customers.