Digital Marketing for Identifying Customers’ Preferences – A Solution for SMEs in Obtaining Competitive Advantages

Abstract

The paper presents the Digital Marketing (DM) importance for small and medium enterprises (SMEs) from the competitive point of view, a set of existing platforms for business models that implement the use of DM and a description of some related case studies relevant at international level. The paper also proposes a framework for DM, having the main goal to identify the customers’ preferences. The framework originality consists in the use of cloud computing (CC) technology and in the way the data client is collected. The framework benefits from the advantages of CC technology. Using the DM framework, the management board of an enterprise may understand better their clients’ needs and behavior. By doing this, the enterprise could improve the business, gaining a competitive advantage on the market.