A recent study published in the International Journal of Business Performance Management explored the effects of digital marketing on SMEs in Laos. It found that online advertising considerably enhances both financial and operational performance. Social media marketing also plays a vital role by improving financial results, operational efficiency, and IT capabilities. In contrast, while content marketing aids in IT improvements, mobile marketing does not directly impact financial gains. This research suggests that SMEs in Laos should leverage effective digital tools and that governmental support could further enhance SMEs' digital capabilities to foster better performance.
Online advertising significantly enhances both financial and operational performance for SMEs, while social media marketing has a broader positive impact on various business capabilities.
The study underscores that small businesses in Laos should prioritize online advertising to boost profitability and operational efficiency, avoiding ineffective digital investments.
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