.Introduction:
Digital marketing has been described by Chaffey (2013) as “Recognizing the strategic importance of digital technologies and developing a planned approach to reach and migrate customers to online services through e-communications and traditional communications. Retention is achieved through improving our customer knowledge (of their profiles, behavior, value and loyalty drivers), then delivering integrated, targeted communications and online services that match their individual needs.” To break the definition down, digital technologies incorporate various tools for communication and access platforms used by businesses to create relationship with consumers. The next section of the definition states digital marketing is driven by the results gained from attracting new customers and retaining existing ones. The final section of the description addresses how a strategy planning to encourage existing customers to use online channels and obtain new customers using effective mixes of traditional and digital communication. Customer retention is accomplished by creating digital communications based on what maintains the loyalty of the consumers, what they value, and their behavior and characteristics. This is accomplished through analysis of quantitative and qualitative data.
Another description provided by The Digital Marketing Institute (DMI) states “The use of digital technologies to create an integrated, targeted and measurable communication which helps to acquire and retain customers while building deeper relationships with them” (Smith, 2007, in Wymbs, 2011, p. 9). Yet another definition is supplied by Simply Digital Marketing (2012) as “Digital Marketing is a sub-branch of traditional Marketing and uses modern digital channels forthe placement of products e.g. downloadable music, and primarily forcommunicating with stakeholders e.g. customers and investors aboutbrand, products and business progress”. All these definitions emphasize how important it is to have a digital marketing strategy that includes analysis and building relationships through two-way communication.
The European Union (EU) is a political and economic entity that oversees security and foreign policy. Its growth has lead to opportunities and competition for businesses within the sphere of its influence. The group most affected may be small and Medium Sized enterprises (SMEs). The criteria for classification as a SME by the EU is the number of employees, employee turnover, and the balance sheet of the business
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