Small and Medium Enterprises Go Digital

Abstract

Beyond today’s technological development, the main aspect is the diversity of generations and their characteristics. Given the consumption behaviour that differs from generation to generation, companies tend to be more and more concerned with the proper use of definite features so that the personalization of transmitted messages is as specific as possible using the digital environment. This defines an organization as a digital one, together with the 10 technologies: digital profiling, target group segmentation, website, search engine marketing (SEM), campaign management, content management, social media, mobile applications, digital collaboration, and analysis.