Digital marketing and digital marketing capabilities in SME's

Digital marketing, with the rapid development of technology and the internet, has fundamentally transformed the ways businesses reach and interact with consumers. Companies utilize digital marketing applications and tools such as mobile devices, social media, SEO, SEM, and email marketing to make their marketing strategies more targeted and efficient. The primary aim of this study is to identify digital marketing capabilities in SMEs, determining the core competencies and deficiencies in the field of digital marketing. The research includes both digital marketing capabilities and the digital marketing capability gap, which has not been extensively covered in the literature, along with its theoretical foundations. A qualitative research method was employed, specifically the interview technique, and interviews were conducted with senior executives from seven businesses operating in the Aydın Organized Industrial Zone. The study discusses the findings and presents recommendations for future researchers and the industry.