Sustainable Business Evolution and Strategies for Redefining Growth
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Digital Marketing Strategies for Small and Medium Enterprises: Opportunities and Challenges with Machine Learning in 2024

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  • Anirban Hazra,
  • Neelanjan Mitra
Anirban Hazra
Assistant Professor, Department of Management, Swami Vivekananda University, Kolkata
Neelanjan Mitra
Assistant Professor, Department of Management, Swami Vivekananda University, Kolkata

Published 2026-03-06

Keywords

  • Digital Marketing,
  • Small and Medium Enterprises (SMEs),
  • Machine Learning,
  • Personalization,
  • Customer Retention,
  • Data Privacy,
  • ROI,
  • Predictive Analytics
    • ...More
    Less

How to Cite

Hazra, Anirban, and Neelanjan Mitra. “Digital Marketing Strategies for Small and Medium Enterprises: Opportunities and Challenges With Machine Learning in 2024”. Swami Vivekananda University Press, Mar. 2026, pp. 28-37, https://swamivivekanandauniversitypress.com/index.php/svup/article/view/399.

Copyright (c) 2025 Swami Vivekananda University Press

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Abstract

The advent of digital technologies has transformed the marketing landscape for businesses of all sizes. However, for Small and Medium Enterprises (SMEs), the digital transition presents unique opportunities and challenges. One of the most promising advancements in this space is the application of Machine Learning (ML) to digital marketing strategies. This paper explores how SMEs can leverage ML to optimize marketing operations, enhance customer engagement, and improve return on investment (ROI). By analyzing real-world data and applying statistical and predictive models, we aim to provide a comprehensive view of how ML can be a game-changer for SMEs in 2024. Furthermore, the paper addresses the challenges faced by SMEs in implementing these advanced technologies, such as cost, expertise, and ethical concerns. Through detailed analysis, mathematical models, and case studies, we seek to offer actionable insights for SMEs looking to integrate ML into their digital marketing strategies.

DOI - https://doi.org/10.65525/SVUP.9788199651562.2026.28-37

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