Amidst the sweeping tide of digitalization, small and medium-sized enterprises (SMEs) face intensifying market competition pressure. There is an urgent need for SMEs to adjust and update their marketing strategies to adapt to the constantly evolving market environment, thereby enhancing their core competitiveness. This paper first delves into the challenges and difficulties SMEs encounter in marketing within the digital era. It then explores how to adeptly employ strategies such as data-driven personalized promotion, social media promotion, and content promotion in marketing. Simultaneously, it emphasizes the importance of crafting innovative marketing strategy frameworks for SMEs and discusses methods to further elevate marketing effectiveness through precision optimization of brand image, Search Engine Optimization (SEO), and content planning. Finally, the paper highlights critical issues SMEs must pay special attention to during their marketing efforts and provides an outlook on future development prospects. This study aims to provide valuable references and insights for the marketing practices of SMEs in China.
Zhao et al. (2025) studied this question.