ENHANCING SMALL BUSINESS GROWTH THROUGH TARGETED CONTENT MARKETING IN THE DIGITAL AGE
DOI:
https://doi.org/10.1234/jumder.v1i4.30Keywords:
business, content, digital, growth, marketingAbstract
This study explores the role of targeted content marketing in enhancing small business growth within the evolving digital landscape. The research identifies key challenges faced by micro, small, and medium enterprises (MSMEs) in adopting digital strategies, including limited resources, lack of digital literacy, and fragmented insights across existing literature. Employing a systematic literature review methodology guided by PRISMA, 45 peer-reviewed studies published between 2020 and 2025 were analyzed using thematic synthesis and bibliometric analysis. Results reveal four dominant themes: strategic content development, platform-specific engagement, customer-centric value creation, and operational challenges. Findings underscore the importance of tailored content strategies across social media platforms, the shift toward participatory consumer engagement, and the need for capacity building among SMEs. The study highlights the theoretical relevance of the Resource-Based View and calls for more integrative frameworks that consider technological, psychological, and strategic dimensions. Practical implications recommend the alignment of content with business goals, investment in digital training, and leveraging partnerships to overcome limitations. This review contributes to both academic and practitioner understanding of how digital content strategies can drive sustainable growth for small enterprises in a rapidly evolving marketplace
References
Addlin Pooviga, C., Ramprabha, K., Saxena, S., Vinnarasi, B., & Krishnamoorthi, M. (2025). The Impact of Digital Marketing Strategies on Customer Attitude and Purchase Intention Towards Electronic Gadgets: A Study on Indian Students. In Studies in Systems, Decision and Control (Vol. 555, pp. 849–856). https://doi.org/10.1007/978-3-031-67890-5_76
Aditi, B. (2024). The role of content marketing and influencer marketing strategies and banking guarantees in SMEs bankruptcy addressing. Uncertain Supply Chain Management, 12(4), 2513–2524. https://doi.org/10.5267/j.uscm.2024.5.018
Al-Assaf, K. T. (2024). Impact of Digital Marketing Content on Brand Awareness among Jordanian Consumers. Journal of Ecohumanism, 3(7), 2447–2453. https://doi.org/10.62754/joe.v3i7.4688
Allil, K., & Zia, A. (2024). Digital Age Content Marketing: Strategies and Trends. Micro and Macro Marketing, 33(3), 611–635. https://doi.org/10.1431/113076
Almashaleh, O., Wicaksono, H., & Fatahi Valilai, O. (2025). A framework for social media analytics in textile business circularity for effective digital marketing. Journal of Open Innovation: Technology, Market, and Complexity, 11(2). https://doi.org/10.1016/j.joitmc.2025.100544
Alsoud, M., Trawnih, A., Yaseen, H., Majali, T., Alsoud, A. R., & Jaber, O. A. (2024). How could entertainment content marketing affect intention to use the metaverse? Empirical findings. International Journal of Information Management Data Insights, 4(2). https://doi.org/10.1016/j.jjimei.2024.100258
Al-Tarawneh, A., & Al-Badawi, M. (2025). Consumer Engagement with Translated Content on Social Media. In Studies in Systems, Decision and Control (Vol. 572, pp. 901–912). https://doi.org/10.1007/978-3-031-76011-2_65
Anakal, S., Lakshmi, P. N. S., Fofaria, N., Ramesh, J. V. N., Muniyandy, E., Sanjeera, S., Baker El-Ebiary, Y. A., & Patel, R. (2025). Optimizing Social Media Marketing Strategies Through Sentiment Analysis and Firefly Algorithm Techniques. International Journal of Advanced Computer Science and Applications, 16(2), 1131–1140. https://doi.org/10.14569/IJACSA.2025.01602112
Azzam, Z., & Alomaria, E. W. A. H. (2025). The Impact of Demographic Factors on the Relationship Between Digital Marketing and Online Shopping Intentions: Jordanian Shoppers as a Case Study. In Studies in Systems, Decision and Control (Vol. 572, pp. 513–529). https://doi.org/10.1007/978-3-031-76011-2_35
Chotisarn, N., & Phuthong, T. (2025). Mapping the landscape of marketing technology: trends, theories and trajectories in ecosystem research. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2024.2448608
Cutler, K. (2024). The evolution of digital marketing in the era of AI. Applied Marketing Analytics, 10(1), 6–17. https://doi.org/10.69554/undg1907
Dash, P., Javaid, S., & Hussain, M. A. (2024). Empowering digital business innovation: AI, blockchain, marketing, and entrepreneurship for dynamic growth. In Perspectives on Digital Transformation in Contemporary Business (pp. 439–464). https://doi.org/10.4018/979-8-3693-5966-2.ch016
Databoks.katadata.co.id. (2022). Proportion of MSMEs Utilizing Digital Technology by Sector (August 2022). https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/f37a159e162724f/ini-sektor-umkm-yang-banyak-manfaatkan-teknologi-digital
Gbadegeshin, S. A., French, A., Olajumoke, T. F., AlZahrani, I. A. A., Farah, S. Y., & Jegede, O. (2025). Impact of Artificial Intelligence on Digital Marketing: Theoretical and Empirical Evidence. In Studies in Systems, Decision and Control (Vol. 234, pp. 23–33). https://doi.org/10.1007/978-3-031-84636-6_3
Gong, C., He, X., & Lengler, J. (2024). Internationalisation through digital platforms: a systematic review and future research agenda. International Marketing Review, 41(5), 938–980. https://doi.org/10.1108/IMR-08-2023-0213
Gopakumar, S., & Dananjayan, M. P. (2025). Augmented reality in modern marketing: The ultimate solution to engage the digitally overwhelmed, budget-conscious audience? Journal of Information Technology Teaching Cases, 15(1), 37–44. https://doi.org/10.1177/20438869231202712
Grissa, K. (2025). Why Micro-influencers are Sharing Digital Brand Content in a B2B Context. Journal of Telecommunications and the Digital Economy, 13(1), 192–217. https://doi.org/10.18080/jtde.v13n1.1082
He, Z., Wang, F., Gu, S., Ge, C., Wang, L., Du, Q., Wu, Y., & Li, Z. (2024). Design of smart natural gas marketing management system in the context of digital energy. Natural Gas Industry, 44(8), 158–165. https://doi.org/10.3787/j.issn.1000-0976.2024.08.014
Hiremath, V. R., & Ingalagi, S. (2025). Optimizing digital marketing strategies with machine learning and deep learning innovations. In Impact of Digital Transformation on Business Growth and Performance (pp. 175–204). https://doi.org/10.4018/979-8-3693-9783-1.ch007
Ingriana, A. (2025). THE INFLUENCE OF E-TRUST ON CONSUMER PURCHASING BEHAVIOR IN E-COMMERCE. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Ingriana, A., Chondro, J., & Rolando, B. (2024). TRANSFORMASI DIGITAL MODEL BISNIS KREATIF: PERAN SENTRAL E-COMMERCE DAN INOVASI TEKNOLOGI DI INDONESIA (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/JUMDER
Ingriana, A., Gianina Prajitno, G., & Rolando, B. (2024). THE UTILIZATION OF AI AND BIG DATA TECHNOLOGY FOR OPTIMIZING DIGITAL MARKETING STRATEGIES (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
Islam, T., Miron, A., Nandy, M., Choudrie, J., Liu, X., & Li, Y. (2024). Transforming Digital Marketing with Generative AI. Computers, 13(7). https://doi.org/10.3390/computers13070168
Jami Pour, M., & Karimi, Z. (2024). An integrated framework of digital content marketing implementation: an exploration of antecedents, processes, and consequences. Kybernetes, 53(11), 4522–4546. https://doi.org/10.1108/K-02-2023-0178
Joshi, Y., Lim, W. M., Jagani, K., & Kumar, S. (2025). Social media influencer marketing: foundations, trends, and ways forward. Electronic Commerce Research, 25(2), 1199–1253. https://doi.org/10.1007/s10660-023-09719-z
Kara, A., Reno, L. S. E., Pavlovskaia, Z. G., & Grunwald, G. (2025). Product promotion messages shared by small businesses on YouTube: Exploring virality principles in promotional content. Journal of Marketing Communications. https://doi.org/10.1080/13527266.2025.2488863
Kaushik, P., Rathore, S. P. S., Rathore, R., Chamoli, S., & Chamoli, S. (2025). Social media marketing strategy. In Industry 5.0: Sustainable Business Practices for a Bright Future (pp. 83–94). https://www.scopus.com/inward/record.uri?eid=2-s2.0-105003984574&partnerID=40&md5=f68edcbecf6d3f1447258c0eca2cb0ff
Khan, M., Ahmad, M., Alidjonovich, R. D., Bakhritdinovich, K. M., Turobjonovna, K. M., & Odilovich, I. J. (2025). The impact of cultural factors on digital marketing strategies with Machine learning and honey bee Algorithm (HBA). Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2025.2486590
Lakshmi, S. R., & Manasa, N. (2025). Role of digital marketing tactics in enhancing financial performance in e-commerce enterprises. In Artificial Intelligence in Peace, Justice, and Strong Institutions (pp. 257–282). https://doi.org/10.4018/979-8-3693-9395-6.ch012
Maha, V. A., Derian Hartono, S., Prajitno, G. G., & Hartanti, R. (2024). E-COMMERCE LOKAL VS GLOBAL: ANALISIS MODEL BISNIS DAN PREFERENSI KONSUMEN (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/Jumder
Mardatillah, A., Yuliani, S., & Ghani, M. M. D. (2025). Digital marketing strategy across cultures: Algorithmic bias, local media, MSME performance, Indonesia & Malaysia. International Journal of Innovative Research and Scientific Studies, 8(2), 4091–4101. https://doi.org/10.53894/ijirss.v8i2.6233
Mulyono, H., Hartanti, R., & Rolando, B. (2024). SUARA KONSUMEN DI ERA DIGITAL: BAGAIMANA REVIEW ONLINE MEMBENTUK PERILAKU KONSUMEN DIGITAL (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/JUMDER
Mulyono, H., Ingriana, A., & Hartanti, R. (2024). PERSUASIVE COMMUNICATION IN CONTEMPORARY MARKETING: EFFECTIVE APPROACHES AND BUSINESS RESULTS (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
Mundet Pons, J., Bustos Díaz, J., & Molleví Bortoló, G. (2025). Marketing and communication in the wine sector: the Catalan wine DO on social networks. British Food Journal, 127(1), 92–110. https://doi.org/10.1108/BFJ-04-2024-0381
Munson, E. G. (2024). Leveraging social media for small business marketing: The case of ablaze naturals. In Cases on Enhancing P-16 Student Engagement With Digital Technologies (pp. 313–347). https://doi.org/10.4018/979-8-3693-5633-3.ch012
Najafov, E. (2024). ChatGPT for Marketing: Learn Practical Applications of ChatGPT for Marketing. In ChatGPT for Marketing: Learn Practical Applications of ChatGPT for Marketing. https://doi.org/10.1007/979-8-8688-0312-3
Pandiri, R., Nnadhini, T. J., Velmurugan, R., Menaga, A., Karpagam, J., & Vinothkumar, K. (2025). Advancing Visual Marketing Strategies Through Deep Learning-Based Image Recognition for Improved Customer Engagement and Brand Visibility. 2025 International Conference on Automation and Computation, AUTOCOM 2025, 1202–1206. https://doi.org/10.1109/AUTOCOM64127.2025.10956392
Pinto, C., Nogueira, S., Faria, S. M. P. S., & Sousa, B. B. (2025). Digital communication strategies for sustainable textile brands: A case study. In Fostering Economic Diversification and Sustainable Business Through Digital Intelligence (pp. 71–82). https://doi.org/10.4018/979-8-3693-8492-3.ch004
Pira, M., & Fleet, G. (2025). Digital business transformation adoption in SMEs and large firms during COVID-19. Technology Analysis and Strategic Management, 37(1), 96–108. https://doi.org/10.1080/09537325.2023.2282068
Purhani, S. H., Mamedova, S. B., Mukumova, D., & Esanmurodova, N. (2025). Digital marketing in mountain tourism: Challenges of the new time and development priorities. BIO Web of Conferences, 151. https://doi.org/10.1051/bioconf/202515104019
Putri, L. W. B., & Setiawan, B. L. T. (2025). ANALYZING THE STRATEGIC CONTRIBUTION OF SOCIAL MEDIA INFLUENCERS TO E-COMMERCE MARKETING EFFECTIVENESS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Rahardja, B. V., Rolando, B., Chondro, J., & Laurensia, M. (2024). MENDORONG PERTUMBUHAN E-COMMERCE: PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP KINERJA PENJUALAN (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/JUMDER
Rajawat, A. S., Prakash, V., & Chauhan, S. S. (2025). AI-powered navigation of the digital frontier: Analyzing modern trends in digital marketing and their influence on consumer purchasing patterns with special reference to pharma industry. In Emerging Trends in Computer Science and Its Application (pp. 534–541). https://doi.org/10.1201/9781003606635-93
Rolando, B. (2024). CULTURAL ADAPTATION AND AUTOMATED SYSTEMS IN E-COMMERCE COPYWRITING: OPTIMIZING CONVERSION RATES IN THE INDONESIAN MARKET (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
Rolando, B., Cahyadi, R., & Ekasari, S. (2024). INNOVATION AND ENTREPRENEURSHIP AS PILLARS OF ECONOMIC DEVELOPMENT: A REVIEW OF THE LITERATURE AND ITS IMPLICATIONS FOR SOCIETY. JOURNAL OF COMMUNITY DEDICATION, 4(3), 545–559.
Rolando, B., Chandra, C. K., & Widjaja, A. F. (2025). TECHNOLOGICAL ADVANCEMENTS AS KEY DRIVERS IN THE TRANSFORMATION OF MODERN E-COMMERCE ECOSYSTEMS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Rolando, B., & Ingriana, A. (2024). SUSTAINABLE BUSINESS MODELS IN THE GREEN ENERGY SECTOR: CREATING GREEN JOBS THROUGH RENEWABLE ENERGY TECHNOLOGY INNOVATION (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
Rolando, B., & Wigayha, C. K. (2024). Pengaruh E-Wom Terhadap Keputusan Pembelian Online: Studi Kasus Pada Pelanggan Aplikasi Kopi Kenangan. Jurnal Manajemen Dan Kewirausahaan (JUMAWA), 1(4), 193–210.
Rolando, B., & Winata, V. (2024). Analisis Pengaruh Konten Tiktok Terhadap Keputusan Pembelian Di Tiktok Shop: Studi Kasus Pada Mahasiswa Universitas Bunda Mulia Jakarta. Jurnal Ilmu Manajemen, Bisnis Dan Ekonomi (JIMBE), 1(6), 199–212.
Ruiz, C. D. (2025). Market-Oriented Disinformation Research: Digital Advertising, Disinformation and Fake News on Social Media. In Market-Oriented Disinformation Research: Digital Advertising, Disinformation and Fake News on Social Media. https://doi.org/10.4324/9781003506676
Sanches, E., & Ramos, C. M. Q. (2025). Evaluating the Impact of Instagram Engagement Metrics on Corporate Revenue Growth: Introducing the Loyalty Rate. Information (Switzerland), 16(4). https://doi.org/10.3390/info16040287
Semenda, O., Sokolova, Y., Korovina, O., Bratko, O., & Polishchuk, I. (2024). Using Social Media Analysis to Improve E-commerce Marketing Strategies. International Review of Management and Marketing, 14(4), 61–71. https://doi.org/10.32479/irmm.16196
Shashi, S., Ertz, M., Cerchione, R., & Kumar, V. (2025). Transforming business-to-business marketing from tradition to digitalization: a taxonomic review of current trends, methodologies and future paths. Journal of Business and Industrial Marketing. https://doi.org/10.1108/JBIM-02-2024-0074
Sinha, M., Bhandari, A., Priya, S. S., & Kabiraj, S. (2024). Future of customer engagement through marketing intelligence. In Future of Customer Engagement Through Marketing Intelligence. https://doi.org/10.4018/9798369323670
Soule, E. K., Cornacchione Ross, J., Lazard, A. J., Jang, H., Suerken, C. K., Kimes, C. M., Zizzi, A. R., Wagoner, K. G., Reboussin, B. A., & Sutfin, E. L. (2025). Digital Marketing Strategies Used to Promote Waterpipe Tobacco Among Retailers and Manufacturers. Substance Use and Misuse, 60(5), 640–647. https://doi.org/10.1080/10826084.2024.2446736
Spilotro, C., Secundo, G., & Del Vecchio, P. (2025). Discovering the impact of emerging technologies on SMEs’ digital marketing strategies: a conceptual framework. International Marketing Review. https://doi.org/10.1108/IMR-11-2023-0301
Swadhi, R., Gayathri, K., Dimri, S., Balakrishnan, A., & Jyothi, P. (2025). Role of digital marketing in shaping travel decisions: Consumer behavior in tourism. In Intersections of Niche Tourism and Marketing (pp. 153–175). https://doi.org/10.4018/979-8-3693-8417-6.ch007
Swami, S., Mishra, R., Dixit, N., & Pandey, P. (2025). Optimizing Social Media Management and Content Marketing: A Strategic Approach to Meeting Organic Digital Demands. Proceedings of International Conference on Visual Analytics and Data Visualization, ICVADV 2025, 50–57. https://doi.org/10.1109/ICVADV63329.2025.10961002
Szakal, A. C., Brătucu, G., Ciobanu, E., Chițu, I. B., Mocanu, A. A., Bălășescu, M., & Ialomițianu, G. (2024). Evaluating the Impact and Perception of Influencer Marketing Among Romanian Consumers—Insights from Quantitative Research. Administrative Sciences, 14(11). https://doi.org/10.3390/admsci14110276
Tan, D. M., & Alexia, K. R. (2025). THE INFLUENCE OF TIKTOK AFFILIATE CONTENT QUALITY AND CREDIBILITY ON PURCHASE DECISIONS VIA THE YELLOW BASKET FEATURE. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Tarawneh, A. (2025). Transcreation in E-commerce Marketing: Adapting Brand Messages for Different Cultural Contexts. In Studies in Computational Intelligence (Vol. 1171, pp. 553–562). https://doi.org/10.1007/978-3-031-77925-1_47
Thipphavong, V., & Kongmanila, X. (2025). The impact of digital marketing on the business performance of firms in Laos. International Journal of Business Performance Management, 26(7), 1–22. https://doi.org/10.1504/IJBPM.2025.144089
Ustik, T., Dubovyk, T., Lagodiienko, V., Chernobrovkina, S., Vlasenko, Y., & Shmatok, M. (2024). Digital Content Marketing in Brand Management of Small Business Enterprises, Trading Companies and Territorial Marketing. Theoretical and Practical Research in the Economic Fields, 15(3), 552–565. https://doi.org/10.14505/tpref.v15.3(31).04
Venkata Naga, S. B., Thangavel, S., Kuchoor, S. K., Narukulla, N., & Yenduri, L. K. (2025). Optimizing online marketing strategies with machine learning and deep learning innovations. In Impact of Digital Transformation on Business Growth and Performance (pp. 483–512). https://doi.org/10.4018/979-8-3693-9783-1.ch018
Verma, A. (2025). Marketing in a digital world: Strategies, evolution and global impact. In Marketing in a Digital World: Strategies, Evolution and Global Impact. https://doi.org/10.2174/97898153054561250101
Vettriselvan, R., Velmurugan, P. R., Suresh, N. V, & Catherine, S. (2025). Strategies, best practices, and pitfalls in the era of digital transformation: Mastering mobile marketing. In Impact of Digital Transformation on Business Growth and Performance (pp. 67–98). https://doi.org/10.4018/979-8-3693-9783-1.ch003
Wan, L., & Zhao, J. (2025). A Study on the Impact of High-Quality Content on Consumer Decision-Making from a Digital Media Perspective. Lecture Notes in Electrical Engineering, 1356 LNEE, 360–369. https://doi.org/10.1007/978-981-96-2391-4_38
Widjaja, A. F. (2025). FACTORS INFLUENCING PURCHASE INTENTION IN E-COMMERCE: AN ANALYSIS OF BRAND IMAGE, PRODUCT QUALITY, AND PRICE. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Wigayha, C. K., Rolando, B., & Wijaya, A. J. (2024). PELUANG BISNIS DALAM INDUSTRI HIJAU DAN ENERGI TERBARUKAN (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/Jumder
Wigayha, C. K., Rolando, B., & Wijaya, A. J. (2025). A DEMOGRAPHIC ANALYSIS OF CONSUMER BEHAVIORAL PATTERNS ON DIGITAL E-COMMERCE PLATFORMS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Winata, V., & Arma, O. (2025). ANALYZING THE EFFECT OF E-WALLET USABILITY ON CUSTOMER RETENTION IN MOBILE PAYMENT APPS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Zahran, A. M. (2025). THE IMPACT OF MARKETING STRATEGIES ON THE SUCCESS OF THE FAST FASHION INDUSTRY: A SYSTEMATIC REVIEW. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Zemlickienė, V., Palomo-Domínguez, I., Turskis, Z., & Lapinskaitė, I. (2025). Assessing the Suitability of Digital Advertising Formats for Products from Diverse Business Sectors: Insights from Experts. Contemporary Economics, 19(1), 59–73. https://doi.org/10.5709/ce.1897-9254.554
