Small and Medium Enterprises’ Brand Engagement Building Via Online Advertising

Abstract

No doubt that Internet has fundamentally changed the landscapes of the world business perspectives from database management, to daily decision making activities and contributes further to the ideas of Internet marketing which is seen dominant among consumers. Online advertising has grown rapidly in recent years open many possibilities for the marketers to promote their products and services with right platform. The birth of social media as a part of online advertising empowered consumers with knowledge and information related to products and services. Online advertising represent a highly effective method for reaching today’s young generation with Internet-savvy. At the same time, it also gives SMEs an opportunity to develop their branding strategies. However, most of SMEs undervalue the importance of branding. Therefore, SMEs need to shift their paradigm as branding will help them to distinguish their business from rivals. The interest in brand engagement rapidly increasing as the development of the Internet especially the social media which creates special relationship between consumers and the brands. SMEs should take the opportunity to optimise the usage of social media in order to develop brand engagement in their organisation. This purely literature review paper will discuss SMEs’ usage of Internet in general based on brand engagement building via online advertising as a tool to create competitive advantage among them to faced their rivals.