Comparing Digital Marketing Strategies of Small vs. Large Enterprises

Abstract

This research compares digital marketing approaches between small and large enterprises in North America and Europe. Surveying 400 firms and analyzing case studies, the study reveals that large enterprises leverage big data, AI-based personalization, and omnichannel campaigns to reach broader audiences and optimize engagement. Small enterprises, in contrast, adopt low-cost strategies such as social media marketing, email campaigns, and niche targeting, benefiting from agility and direct customer interaction. Despite resource differences, both firm types face challenges in measuring ROI and maintaining consumer attention. The findings highlight how organizational size influences strategy selection, adoption of technology, and customer engagement, offering recommendations for resource allocation, campaign optimization, and scalability.