Digital marketing practices within audit firms in Malta : an analysis

Abstract

Purpose: The purpose of this study is to address the research objectives: to evaluate individuals’ comprehension of the term ‘Digital Marketing’ (DM) and analyse potential differences across audit firms in Malta, to examine the existing DM practices employed by audit firms in Malta, and to provide recommendations aimed at enhancing the effectiveness of DM practices utilised by audit firms in Malta. Design: This research adopted a qualitative methodological approach. Semi-structured interviews were conducted with representative from 11 audit firms, addressing the first and second research objectives. Additionally, 3 interviews were conducted with CEOs of Marketing Agencies (MAs) to fulfil the third research objective. Findings: Findings revealed that while Maltese audit firms broadly understand DM as online and technology-driven, comprehension varies by firm size and role, ranging from goal-driven to channel-specific views. Moreover, firms are increasingly using DM to strengthen brand presence, attract talent, and promote their services. All firms employ a blended media approach through owned, paid, and earned media. Resource and financial allocations differ significantly by firm size and international affiliations. The findings also provide practical recommendations proposed by MAs for audit firms to amplify their DM impact. Conclusions: Maltese audit firms recognise the importance of DM, but their understanding and implementation stage vary considerably based on firm size. The study revealed a significant gap in embracing data analytics as a core capability. Ultimately, for audit firms in Malta, embedding DM effectively across all areas is becoming a necessity, requiring strategic resource allocation, building internal capabilities, and adopting a long-term, data-driven approach to enhance competitiveness. Value: This study fills a key research gap by offering detailed insights into DM practices within Malta’s underexplored audit sector. The research offers actionable strategies for all audit firms aiming to achieve similar progress in their DM strategies. By doing so, these firms can position themselves for sustained growth and relevance in an increasingly digital business environment.