Malizani Silavwe et al., A Study on Challenges to Information Technology Adoption within Small and Medium Enterprises in Growing Town: An Analysis of Technology Inclusion in Malawi (2023)

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Paper by Malizani Silavwe with S.P. Raja and Glorindal Selvam of DMI-St. Eugene University in the International Journal of Innovative Science and Research Technology, Volume 8, Issue 3, March 2023, on barriers to information technology use among small and medium enterprises in Malawi. Data came from 60 SME clients of Visionfund Malawi, a microfinance lender. Most firms lacked digital tools and spent time and money travelling to a Visionfund service centre for loans and repayments. The author proposes a customer mobile app and website for field registration, savings and repayments, and notes a World Bank-funded government awareness campaign during Covid 19.

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“Malizani Silavwe et al., A Study on Challenges to Information Technology Adoption within Small and Medium Enterprises in Growing Town: An Analysis of Technology Inclusion in Malawi (2023).” Original at zenodo.org. Archived at Pandemic Darlings, https://pandemicdarlings.com/source-documents/malizani-silavwe-et-al-a-study-on-challenges-to-information-technology-51c1c224ce/, SHA-256 1945690a4b6c83498125def38ae243c72f5b89e33c941e62a1fdd3a76f77584e.

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Volume 8, Issue 3, March 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165

A Study on Challenges to Information
Technology Adoption within Small and
Medium Enterprises in Growing Town:
An Analysis of Technology Inclusion in Malawi
Malizani Silavwe Dr. S.P. RAJA, Dr. Glorindal Selvam
Master of Computer Science DMI-St. Eugene university,
DMI-St. Eugene university, Zambia Zambia

Abstract:- This study examined how small and medium Enterprises. The combination of these factors suggests
Enterprise (SMEs) can benefit from information the need to create a research agenda for this field.
technology (IT) in enterprises in digitalization time.
Considering this, we stress the importance of barriers Challenges:
preventing IT adoption within Small and Medium Challenge 1: Customer orientation and value
Enterprises (SME). Digital technology is the new method proposition. Most of SMEs are very behind technologies,
of technology using-digital technology, mostly through most of their business are manually done like when the
internet. Digital technology is built on the internet that want to access financial from the Microfinance the y
can bring services closer to SMEs with reduced in cost. need to go physical to the MFI office. Metrics allow us to
Data were collected from 60 small and medium define indicators that can determine the assessment of
enterprise clients of Visionfund Malawi one of the second sustainability from clients and other stakeholders.
largest Microfinance Institution in Malawi which
provides loans to small and medium enterprises to boost Challenge 2: digital consumer behavior. The penetration
the business. Results showed that most of the small and of internet and other digital services is growing at a snail
medium enterprise are lacking digitalization pace, as a result most of SMEs are affected.
technologies hence it they are being forced to spend more Challenge 3: supply chain. Proportion of people with
resources like money and time to walk long distances to access to the internet and basic digital gadgets such as
access a service at a nearby Visionfund Malawi financial mobile phones has be stagnant for the past three years as
service centre. a result most of SMEs have been not spared.
Problem Statement: Despite an increase in access to ICT Techniques of proposed system: I have proposed the
in Malawi, SMEs continue to be excluded on ICT customer mobile app and website forthe business. All the
services such as digitalization facilities and training products will be uploaded on their website products,
which is vital for their survival, investments choices and Staff will be going to the field with only Mobile where
diversification of portfolios for them to withstand they will be registering customer using the mobile app
digitalization shocks within the economy. The study will and the data will be pushed to the database. This will
therefore examine the extent to which digitalization save a lot in terms of stationery and time from both end
inclusion, specifically digitalization education and sell and consumer, while to the client side they can assess
trainings have been embedded and provided to SMEs as the product while sitting at their home no transport cost
a key component for strengthening SME’s resilience to and able to do transaction on their mobile, transaction
economic shocks and survival. The Malawi government like saving pushing from the bank to their mobile app
has been conducting digitalization awareness campaign and loan repayment from their mobile to the bank.
in selected districts across Malawi through World Bank
funding during this Covid 19 pandemic period. However, Metrics: Here are some metrics which will be used in my
despite the availability of such awareness initiatives, a research paper:
majority of SME’s continue to face challenges as they  Search engine optimization (SEO)/keywords
cannot either grow or end up closing shops due to the  Total website traffic
fact, they cannot make informed economic decisions and  Traffic from channels
choices as a result of lack of digitalization facilities.
Justification: The intended objective of this proposal was
Motivation: My new system if very good in terms of to provide enough research to justify why digital
security, speed and accuracy and it will improve interms marketing is such a massive concept within not only
of turnaround time and revenue collection. communication but also a business of any scale. This
Challenges, need of digitalization: There is very slowly in project is addressing the principal audience of small
digitalization solution and sustainability works. businesses by working in conjunction with a financial
However, digital marketing is essential to save the gap firm as well as communication by using digital
between microfinance institution and Small and Medium marketing literature to create a set of strategies to be

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applied. This proposal was successful in addressing both been due to the rapid advances in technologies and changing
the discipline of business and communication. By, market dynamics (Mort, Sullivan, Drennan, Judy,2002).
auditing a small business and suggesting marketing tools
to improve the brand image and ultimately revenue. In order for digital marketing to deliver result for
businesses, digital content such as accessibility, navigation
Keywords:- Systematic review, Small sized business, Small- and speed are defined as the key characteristics for
and medium enterprises (SMEs), Technology adoption. marketing (Kanttila, 2004). Other tried and tested tool for
achieving success through digital marketing is the use of
I. INTRODUCTION word-of-mouth WOM on social media and for making the
site popular (Trusov, 2009). In addition, WOM is linked
Small and Medium-sized Enterprises (SMEs) play a with creating new members and increasing traffic on the
very big role in the economies in Malawi and are major website which in return increasesthe visibility in terms of
contributors to income generation, outputs, and the level of marketing.
employment in a country. With approximately 41% of the
Malawian population being employed by SME businesses The Internet is the most powerful tool for businesses
(Malawi draft final (August 2012). The SMEs existence is (Yannopoulos, 2011). Marketing managers who fail to
crucial for economic development in various countries. utilize the importance of the Internet in their business
However, globalization, intense competition, and the marketing strategy will be at disadvantage because the
knowledge and information revolution have become part of Internet is changing the brand, pricing, distribution and
the environment. SMEs are often grouped based on promotion strategy.
ownership structure, high labour intensity, unbalanced
development, and balanced dominant areas. SMEs are also III. MOTIVATION AND JUSTIFICATION
sensitive and flexible to environmental changes. SMEs are
also less bureaucratic, more flexible in decision making, A. Motivation
take more significant risks, and usually have expertise in This research aims to identify the complexity of
specific areas. SMEs' flexibility is an essential feature that digitalization service adoption behaviour among micro and
enables them to develop and be creative within limitations. small business. Technology acceptance model (TAM) and
do-it-yourself (DIY) behavior model has been used to
II. LITERATURE REVIEW understand the phenomenon beyond the technology
adoption. The data collection using online and offline
A number of research papers provide a detailed questionnaire. This research proposes five hypotheses. The
insight on Intern Marketing. The findings from the literature result shows that three out of five hypotheses are supported
are presented below: by the data. Two of the hypotheses comes from TAM and
one hypothesis from DIY model. Perceived ease of use,
Internet marketing has been described simply as perceived usefulness and perceived economic benefit scale
‘achieving marketing objectives through happlying digital found have a positive significant impact on intention using
technologies’ (Chaffey et al., 2009). Digital marketing is the digital marketing.
use of technologies to help marketing activities in order to
improve customer knowledge by matching their needs B. Justification
(Chaffey, 2013). In the developed world, companies have The digitalization strategy will generate both customer
realized the importance of digital marketing. In order for and business value. The core business value will be achieved
businesses to be successful they will have to merge online through the Express transactions. Micro finances Institution
with traditional methods for meeting the needs of customers can be able to open more satellites if this digitalization will
more precisely (Parsons, Zeisser, Waitman 1996). be implemented. This will help to reduce the overall
Introduction of new technologies has creating new business operational cost: revenue ratio of the bank from 80 percent
opportunities for marketers to manage their websites and to 40 percent in three years and expand presence in rural
achieve their business objectives (Kiani, 1998). Online areas. The efficiency gain will made possible by the
advertising is a powerful marketing vehicle for building digitization of core branch functions and process flows that
brands and increasing traffic for companies to achieve makes it possible for four to five staff to run a branch,
success (Song, 2001). Expectations in terms of producing compared to 20 staff in traditional branches.
results and measuring success for advertisement money
spent, digital marketing is more cost-efficient for measuring C. Contribution
ROI on advertisement (Pepelnjak, 2008).  Previous works show that the encryption methods are
evaluated only by using free trial SSL certificates like
Today, monotonous advertising and marketing Comodo CPAC pro, Comodo Document Signing
techniques have given way to digital marketing.In addition, Certificates, Comodo DV Mult-Domain SSL. In this
it is so powerful that it can help revive the economy and can paper, the existing methods are evaluated by using 10
create tremendous opportunities for governments to function metrices by considering various parameters
in a more efficient manner (Munshi, 2012). Firmsin  Previous work shows that customers will only have
Singapore have tested the success of digital marketing tools Viewsproducts on the website, In this paper, the existing
as being effective and useful for achieving results. (Teo, method client can do a self-online registration,
2005). More importantly, growth in digital marketing has application and pay registration fees via mobile online.

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 Previous works show that the encryption is done in text applied in Text, Image, video, and audio files.
messages only. In this paper, the existing method are  In this paper, a new dataset is proposed.

D. Outline of the research work

Manual transaction Digitalization Online
transaction

Search Search
Engine Social
Content Email Engine
Optimizati Media
Marketing Marketing Marketing
on Marketing

E. Organisation of the paper B. Social Engine Marketing (SEM)
The rest of the paper is organized as follows. Search Engine Marketing or SEM is the comprehensive
Methodologyis discussed inSec. 2.Experimental results Sec strategy to drive traffic to your business, primarily through
3.Performance evaluation is given in Sec. 4. paid efforts. Hence it is also called Paid Search Marketing.
Finally,conclusion is given in Sec. 5.
C. Content Marketing
IV. METHODOLOGY Content can be presented in different formats, including
blogs, white papers, e-books, casestudies, how-to guides,
Qualitative research facilitates academics to cultivate a question and answer articles, forums, news and updates,
deeper understanding of experiences, procedures, images, banners,info graphics, podcasts, webinars, videos,
difficulties, and events. The paper is a descriptive analysis or content for micro blogging and social media sites.
of the literature of digital marketing with regard to
SMEs.The research will offer an observation and an insight D. Mobile Marketing
into the subject of SMEs embarking digitalization services. The mobile users are growing day by day and it is the
most effective way of marketing. Dushinski (2009) in his
This study is exploratory in nature and includes both paper defines mobile marketing as a revolutionary tool for
quantitative and qualitative analysis. As a purpose of this connecting companies with each of their clients via their
study (critical review), data have been collected at one of the mobile devices in the right time, on a right place and with
branches of Vision fund Malawi a financial institution. The appropriate direct message.
secondary data & information have been analysed for
preparing this paper extensively. The secondary data & E. Search Media Marketing (SMS)
information have been collected from different scholars and Social Media Marketing or SMM is an offshoot of your
researchers, published e-books, articles published in SEM efforts. It involves driving traffic to your sites or
different journals, periodicals, working paper, company business through social sites like Facebook, Instagram,
websites and their internal newsletters. The company related Twitter, Pinterest,Google+, LinkedIn, etc. As we mentioned
data and information are used which is available publically above, good content is shared and liked. So, create
on the websites of the companies. This is the best/standard andcustomize content for different social media platforms.
practice for research which is a critical review type.
F. Web Analysis
A. Search Engine Optimization (SEO) Web Analytics should not be confused with Web
In layman’s terms, Search Engine Optimization or SEO Statistics. Asopposed to simple reporting, Web Analytics
is essentially tweaking your website so that it comes up gives you analyses and different angles to pondervis-à-vis
naturally or organically for search results in Google, Yahoo your business. Some of the important Web Analytics tools
Bing or any other search engine. are Google Analytics, Spring Metrics, Woopra, Clicky, Mint
and Chartbeat. It goes without saying that every advertiser
should use Web Analytics to understand his business and
improve the ROI and conversions.

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V. RESULT

This research examines three independent variable and one dependent variable. Here is the result descriptive statistics of the
participant from this research.

Table 1: Result of descriptive statistics
Variable N Minimum Maximum Mean Std. Deviation
Perceived usefulness (X1) 229 19,00 35,00 32,5284 3,00516
Perceived ease of use (X2) 229 9,00 25,00 19,1659 3,58585
Perceived economic benefit scale (X3) 229 12,000 30,000 26,03493 3,881875
Perceived lack of quality scale (X4) 229 5 25 15,80 5,120
Perceived lack of product availability scale (X5) 229 5 25 18,41 4,171
Intention to use digital marketing (Y1) 229 3,00 10,00 8,7031 1,39832

Table 2: Participant’s demographics (N=229)
Variable Classification No. Percentage
Age 14-20 129 56.3%
21-30 74 32.3%
31-40 11 4.8%
41-50 15 6.6%

Age of business 0-12 142 0.4%
13-24 31 13%
25-36 26 11.4%
37-48 6 2.6%
>48Month 24 10.5%

Number Of Employee 0-5 218 95.2%
6-10 9 3.9%
11-15 1 0.4%
16-20 1 0.4%

Table 1 shows the maximum, minimum, average and works with them (95,2%). Based on table 1, it can be
standard deviation from three independent variable and one concluded that mostly participant business falls the category
dependent variable. Table 2 shows us that mostly participant into micro and small company.
fall in age between 14-20 years old. The second position is
21-30 years old. This research checks the validity research instrument
using pearson correlation and the reliability test using
This research also identifies demographics of Cronbach alpha. Both of the test is important to understand
participant business. Most of the participant have their the quality of the measurement. Both tests have been run on
business below 1 years old (62%) and only 24 participants each variable. Here is the summary of validity test from five
have their business more than 4 years old.Most of the independent variable and one dependent variable:
participant in this research have less than 10 employee

Table 3: Summary of Validity and Reliability test for Independent and Dependent variable
Questions Pearson Cronbach Questions Pearson Cronbach
correlation Alpha correlation Alpha
X1.1 0,740 X3.1 0,781
X1.2 0,749 X3.2 0,840
X1.3 0,792 X3.3 0,805
X1.4 0,711 X3.4 0,830
X1.5 0,737 X3.5 0,818
X1.6 0,702 X3.6 0,687
X1.7 0,683 X3.Total 1 0,883
X1.Total 1 0,855 X4.1 0,862
X2.1 0,771 X4.2 0,882
X2.2 0,855 X4.3 0,883
X2.3 0,709 X4.4 0,856
X2.4 0,819 X4.5 0,743

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X2.5 0,845 X4.Total 1 0,900
X2.Total 1 0,859 X5.1 0,756
Y1.1 0,885 X5.2 0,761
Y1.2 0,781 X5.3 0,916
Y1.Total 1 0,870 X5.4 0,916
X5.5 0,859
X5.Total 1 0,891

Table 3 shows the summary result of validity and C. Experimental Development
reliability check on the research instrument. The validity test Against this background in the internet era startups
in this research using Pearson Correlation. Validity each began to experiment with their own digital marketing
question in measured by comparing between r count and r activities to find individual patterns and constellations in
table. This research collected total 229 participant and based their activity setups to optimize their own business success.
on the r table for N: 200, the r table score is 0,138. The Following a trial-and-error logic they define objectives for
questions categorize as valid. their digital marketing, propose hypotheses on what specific
approach would lead to better results and then they run tests
VI. EXPERIMENTAL DESIGN with their real customer base or potential customers and
visitors in the internet. One central logic of this approach is,
In the following section relevant fundamentals of that for these startups it is not really relevant what external
digital marketing, applications of online videos and or internal “experts” think or what patterns results in
experimental developments of activities in startups are scientific publications show. They are only interested in
provided. patterns in their own data and they are able to do
A. Digital Marketing experiments in their own relevant environment to influence
Digital Marketing generally can be defined as “The use them (Kohavi etal 2007). However, as this kind of research
of digital technologies to create an integrated, targeted and and development is still in its infancy practical rules to run
measurable communication which helps to acquire and controlled experiments in that context are scarce (Gofman
retain customers while building deeper relationships with 2007; Kohavi et al. 2013). Also, in practice a certain
them” (Wymbs 2011, 94). On the one hand, this definition ambiguity remains to what extent rules of classical social
extends classical online marketing with additional new science apply for such practical experiments. Additionally,
technologies like mobile and web 2.0 applications (Tiago some of the persons responsible in the companies just don’t
and Verissimo 2014). On the other hand, it provides a care about that. They just try variations, gather data and
structure of actions along the customer life cycler elevant for muggle through a developmental path. In the context of the
successful marketing in digital ecosystems. However, lean startup approach the idea of hypotheses testing
marketing in digital environments for most companies experiments became popular in the entrepreneurship context
means focusing on communications with potential and (Eisenmann et al. 2012; Ries 2011). A well-known
actual customers for higher sales (Leeflang et al. 2014). illustration for that is the Facebook approach with its central
Basically, actions necessary in digital marketing can be seen claim “done is better than perfect” – focussing on continues
in accordance to classical e-business approaches where improvement, data driven development and quick iterations
business and commerce in new technical environments have with (new) products in digital environments (Wired 2012).
been defined as: “the sharing of business information, Generally, such approaches are seen as essential for quick
maintaining business relationships and conducting business developments and evaluations of central parts of the
transactions by means of telecommunications networks” business model of a startup.
(Zwass 1996,). Commonly most experiments in digital environments
B. Online Videos are run as A/B-tests (Kohavi et al 2007). This kind of tests
To develop effective and efficient activities to optimize allows to compare the results of two different constellations
attention, conversion and retention in digital ecosystems or settings in the same online environment (Burke 2006).
online videos are of special importance within the digital Therefore, two different versions of specific content are
marketing mix of startups. Online videos have a high media provided in the same environment variated by random
richness what allows an enhanced communication of several principle. To be able to interpret the results of A/B-testing it
personalized and emotional facets of messages at once (Gao is of special importance that in each test step only two
et al. 2010; Liu et al. 2009). Correspondingly, several layers variants of one single parameter value are compared,
of communication can be transferred in parallel (Dennis and keeping everything else constant. By doing this, it is
Kinney 1998). The higher quality of communication can possible to aggregate all complex influences of an
lead to higher trust (cognitive and affective) by the application situation (like characteristics of the visitor or the
recipients (Rockmann andNorthcraft 2008). This allows visit) and to focus the analysis on the influence of the
effective applications of online video content for external variated properties of the content (Kohavi et al. 2007).
traffic generation as well as conversion rate optimization at
relevant touch points of a customer journey or right at the
point of sale.

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D. A Startup Experimenting with Online-Videos be applied. Correspondingly, eight different versions of the
The following case describes an experiment run by a test video have beenconceptualized and produced for the
German startup selling digital video lectures online. Because experiment.
the business model of the company focusses on traffic
generation and conversion on their own online-shop, the Table 1 shows timelines and sections of the different
company fits well into the logic of this paper. The specific versions of the video. To variate the length of thevideo long
experiment follows the question of how a promotional versions have been produced consisting of all four sections
online video of the company has to be conceptualized and displayed. In the short versions ofthe video the third
designed to convert visitors on a specific landing page for a excursus section (on the capabilities of the service provider)
video lecture to order a newsletter of the product. with a duration of aboutone minute has been cut out. Rich
scenic versions showed the speaker in a special conference
Basic ideas for the hypotheses to test in the experiment room of aco-working space whereas the reduced scenic
focus on (1) the length of videos (2) the scenic presentation versions just have been filmed in front of a white wall.
of the content as well as (3) the application of graphical Onthe one hand, both versions have been conceptualized to
illustrations within the video. For each of these parameters be very cheap to produce. On the other hand, thelook of both
the company decided to test two different variations. On the versions was intended to be very different. All four versions
one hand, this allows to run experiments following an A/B- (long/short combined withrich/reduced) additionally have
testing approach. On the other hand, the combinatorics of been produced in two different types, one with graphical
the approach would lead quickly to very high case numbers illustrations andone without.
necessary if higher numbers of ara meter variations would

Table 1: Timelines/Sections of Videos (Rich vs. Reduced Scenic Presentation)
Rich Scenic Presentation Reduced Scenic Presentation
(02:50 min) (02:46 min)
Section Begin End Dur Begin End Dur
1) Personal and Thematic Introduction 00:00 00:27 00:27 00:00 00:29 00:29
2) Description of the Service Provided 00:28 01:29 01:01 00:30 01:24 00:54
3)Excursus (Capabilities of the Service Provider) 01:30 02:32 01:02 01:25 02:26 01:01
4) "Call to Action" 02:33 02:50 00:17 02:25 02:27 00:19

All the versions of the video have been applied by been generated via affiliate marketing in the target groups.
random principle for a short time on the landing page of the For all different versions of the experimental video the
product. All versions of the video have been uploaded to an visitors and the entries in the newsletter form have been
open video platform (YouTube) which allows to embed the counted. On that basis it was possible to calculate
videos with an I frame video player into any web page. This conversion rates on the landing page in dependence of the
also allowed video hosting without any costs. But also, only video version applied as well as the differences between
basic analytics of the video consumption have been conversion rates (Delta CR) between the parameters of the
applicable. The video has been started automatically for experiment. Table 2shows a pair wise comparison of the
visits on the landing page. Traffic for the experiments has results:

Table 2: Analyses for Single Parameter Variations
Pair Single Parameter Settings Visitors Entries Conv. Rate Delta CR
1 Rich Scenic Presentation 1.091 243 22,27% ---
Reduced Scenic Presentation 1.047 258 24,64% 10,63%
2 Short Version 1.096 260 23,72% 2,57%
Long Version 1.042 241 23,72% ---
3 Version with Graphical Illustrations 1.097 258 23,52% 0,75%
Version without Graphical Illustrations 1.041 243 23,34% ---

Overall 2.138 501 23,43% ---

The results indicate that in the experimental setting a In further steps the results have been drilled down to
reduced scenic presentation (meaning just a video of a more complex parameter combinations and analyses to find
speaker in front of a white wall) performed much better than further insights. For instance, these more complex analyses
the version in a rich scenic style. Rather low positive effects should that rich scenic videos performed better without
have been observed for short vs. long versions as well as graphical illustrations whereas reduced scenic versions
versions with graphical illustrations vs. version without. performed better with graphical illustrations in the video.
So, it would be misleading just to apply the single parameter
results with respect to graphical illustrations. Table 3 shows
a ranking of the results for all different video versions:

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Table 3: Ranking of Analysis Results
Rank Combinations of Parameter Settings Visitors Entries Conv. Rate Delta CR
1 Reduced SP Long With GI 258 67 25,97% 22,89%
2 Reduced SP Short With GI 263 68 25,86% 22,35%
3 Reduced SP Short Without GI 264 65 24,62% 16,51%
4 Rich SP Long Without GI 257 60 23,35% 10,48%
5 Rich SP Short Without GI 258 60 23,26% 10,05%
6 Reduced SP Long Without GI 262 58 22,14% 4,76%
7 Rich SP Short With GI 311 67 21,54% 1,95%
8 Rich SP Long With GI 265 56 21,13% ---
Overall 2.138 501 23,43% ---

Overall, the startup in the case spent about 2,126USD fluctuations in search results, allowing you to gauge high
for traffic generation and internal costs for video production. and low periods in traffic.
With the videos additional experiments have been run for
questions with respect to the application in specific settings B. Performance analysis
e.g., the use of auto-play features in the video player and The performance of digital Marketing is the provided
resulting effects on conversion rates. Summing up, with a ability to analyze the market from this five-phase
manageable budget the company itself was able to test perspective. Market research tools now allow to segment the
several hypotheses on the advantageousness of specific market and to recognize consumers who belong to a
conceptual and design elements of an online video as well as particular decision-making stage for some product or
its application directly in their own digital environment service. So, a company might decide to put the majority of
(specific market and target groups). Also, all conversions their efforts to target consumers who are at the particular
generated in the experiment already lead to real newsletter stage, and internet-based communication tool sallow to
entries. prepare well-targeted communication campaigns for this
specific audience. As interviewees admit, the main
VII. PERFORMANCE EVALUATION weakness of the model is its linear or step-by-step structure,
because not all customers follow this particular structure and
A. Performance Metrics often some stages are skipped. Also, often in high-
involvement purchases, customers go back to previous steps.
 Search engine optimization However, even taking into account the above-mentioned
SEO uses keywords to produce organic search results weaknesses, the five stage customer decision-making model
that can bring more users to your site. SEO metrics are used is very well approbated in practice and frequently used as a
to generate potential keywords, analyze the main keywords backbone for marketing strategies.
that are relevant to your website and determine how
keyword strategies have driven more traffic to your website C. Discussion
content. The aim of this research is to investigate the antecedent
of digitalization servicesin micro and small business and see
 Total website traffic how best we can improve their turn around time and reduce
Looking at the number of website visits can give you a their expenses cost. The DIY model explain what the
basic understanding of your online presence. Checking your motivation of people is adopt certain behaviour by doing it
total website traffic can give you an idea of the success of a by themselves. Business that just start from the beginning,
campaign to drive visitors to your site, who can then become normally have limited resources, so DIY model is fit with
conversions into customer purchases. them as they could see the benefit of digital marketing, they
 Traffic from channels need to acquire the benefit but with their limited resources.
By analyzing the way users arrived on your site, you DIY model belief that peoples do some behaviour by
can evaluate which methods are the most effective ways to themselves because they perceived the economic benefit
gain traffic. Using the metric of channel traffic, marketing from that behaviour, they belief that currently no one could
professionals ask where consumers were online before fulfil their need except themselves, and they perceived the
heading to their website and question how users arrived at service that they need right now is still rare and difficult to
the site. search. If there is certain service, they belief that the price is
unreasonable for them. So, they belief that do themselves is
 Trend Search the fittest way for them.
Search trends study the way people use organic search
results to get to your website. Trends in keywords may D. Conclusion
signal a need for updating content like blog articles and Research methodologies employed in Digital Marketing
landing pages. Depending on your industry, trends may shift research from 2005-2023 could be a very helpful resource to
in predictable patterns like seasonal increases in organic guide researchers searching for a suitable methodology in
traffic for certain products or services. You can also use the area of Digital Marketing through providing a good
search trends from certain data periods to compare yearly understandingfor the methodologies used by other
researchers in the field. Despite of the rapidgrowth of digital
marketing in the industry we can see a little advancement in

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SMEs. These SMEs are very proactive in the society if they
can be advanced in digitalization the economy of the
country can tremendously improve and it can also help them
to improve turnaround time and reducing some unnecessary
expenses. The literature work needs to be progressed to give
advancement to other beneficiaries of this research. Findings
and issues of the paper will be highly useful for SSIs in
framing their strategies, and academia for further research in
the context of changing market scenario.

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