Research pick: Filling the digital marketing holes in Swiss SMEs - "Evolving marketing strategies for Swiss SMEs in the ICT sector: a marketing strategy canvas in support of digital transformation"

Researchers in Switzerland have taken a close look at the marketing strategies of several small and medium-sized enterprises (SMEs) in the information and communications technology (ICT) sector there. Their findings, published in the International Journal of Technology Marketing, are based on a literature review and interviews with managers from 14 such SMEs. The team hoped to unravel how Swiss SMEs define their marketing strategies in the digital era, the role of digital transformation in customer value, and to identify new strategies to help them circumvent common problems.

Mona A. Meyer of Lucerne University of Applied Sciences and Arts HSLU in Lucerne, Switzerland, Marc K. Peter of the University of Applied Sciences and Arts Northwestern Switzerland FHNW in Olten, Switzerland explain how their investigation has brought to light some interesting patterns. They explain how micro-enterprises appear to recognize the relevance of marketing strategies in digital transformation but display a limited focus on the customer.

By contrast, small enterprises orientate their marketing strategies towards external factors in order to adapt to the business landscape in which they find themselves. Medium-sized enterprises, on the other hand, recognise the importance of digital marketing to attract new customers and generally take a more customer-oriented strategic marketing approach.

Based on the team’s review and interviews, the team suggests possible ways to formulate marketing strategies tailored to the evolving marketing landscape in the Swiss ICT sector. They concede that all of the findings may not be universally applicable across industries but broadly underscore various points such as the finding that targeting customer segments digitally and optimizing usability and processes are imperative for success among Swiss SMEs in the ICT sector. Paradoxically, the study revealed despite any given SME successfully adapting to digitalization there are only limited improvements with respect to customer loyalty. However, SMEs across all size ranges do report other tangible benefits such as more efficient processes, cost reduction, and enhanced data transparency.

Meyer, M.A. and Peter, M.K. (2024) ‘Evolving marketing strategies for Swiss SMEs in the ICT sector: a marketing strategy canvas in support of digital transformation’, Int. J. Technology Marketing, Vol. 18, No. 1, pp.91–112.