ONLINE MARKETING COMMUNICATIONS FOR SMALL AND MEDIUM-SIZED ENTERPRISES IN KAZAKHSTAN IN THE CONTEXT OF DIGITAL TRANSFORMATION

Abstract

The digitalization of the economy is changing the role of marketing – it is becoming a crucial element of survival for small and medium-sized enterprises (SMEs). This is especially noticeable where companies operate in growing markets but are short on funds or personnel. Where resources are limited, the effective use of online channels can help them stay afloat. Although the impact of such solutions is clear, there is still no clear picture of how digital tools create an advantage. Understanding this process requires more rigorous scientific research, especially for smaller firms.

This study aims to create a conceptual framework for the impact of digital marketing communications on the development of competitive advantage for small and medium-sized enterprises. The methodology is based on a systematic review of recent scientific literature covering the period from 2023 to 2025, covering topics such as business digitalization, customer behavior analysis, and customer engagement. A framework is presented in which the use of online platforms helps build digital marketing capability as a flexible internal competency that directly enhances customer engagement and indirectly impacts a company's leadership. An organization's digital readiness, along with its limited assets, are also considered as factors influencing the effectiveness of this competency.

The research's novelty lies in its approach to digital marketing communications as the foundation for long-term leadership in small and medium-sized businesses. Real benefits emerge when advice on using online tools is applied to the growth planning of companies in Kazakhstan.