A cloud computing solution for digital marketing: A case study for small and medium-sized enterprises

Abstract

Nowadays marketing social media has been recognized as a powerful media to promote businesses, communicate and create relations with the customers. However, the management of social media is time consuming and the use of proper systems is crucial for the business’s success. In the present research, the authors conducted a study about how Portuguese Small and Medium-sized Enterprises (SMEs) are using marketing social media. The result shows that these enterprises are interested in social media but do not have an active online presence. One reason for this is the lack of economic conditions for having a marketing department or one person dedicated only to social media. The authors, in collaboration with SMEs marketers and non-marketers developed a social media system adapted to the needs of these enterprises with the aim to improve their digital presence in social media.