THE CHALLENGES OF SMEs IN MODERN MARKETING

SME’s are actually driving Romanian economy, especially after the European Union integration, but the risk of failure is obvious due to the lack of openness to the modern times. SME’s need to upgrade their competitiveness and their knowledge about online marketing and the complexity of the market. Most of the SME’s disregard the importance of marketing promotions services. The Internet is also considered an expensive and sophisticated way when it comes to advertising for small companies. Wrong! The Internet offers unlimited resources at present, even many free promotional services, even beyond the geographical borders. Limited online promotions have a great impact on the image of small businesses compared to big enterprises that invest a specific amount of money on web advertising. When talking about small businesses we confront many difficulties and limited sources of promotion and advertising therefore, limited local promotion online may be the winning solution. Promotion and advertising beyond the geographical borders is what SMEs should focus on, getting an online identity and to expand the business in a cost efficient way. This article includes a research on the challenges that SMEs are facing in the modern times and the risk due to the lack of openness towards it. It also presents the advantages and disadvantages for an online successful marketing promotion of the small businesses through direct e-mail marketing and the cost efficiency of the method used in the modern times.