DIGITAL MARKETING STRATEGIES AND BUSINESS PRACTICES:  CASE OF THE SOUTH-WEST REGION OF THE REPUBLIC OF NORTH MACEDONIA

Nadica  Jovanovska-Boshkovska; Ilijana Petrovska; Alida Daliposka-Sulejmanoska; Snezana Hristova

doi:10.20544/hisj.2025.589

Authors

Nadica Jovanovska-Boshkovska University American College - Skopje, Republic of North Macedonia
Ilijana Petrovska University American College - Skopje, Republic of North Macedonia
Alida Daliposka-Sulejmanoska University American College - Skopje, Republic of North Macedonia
Snezana Hristova University American College - Skopje, Republic of North Macedonia

DOI:

https://doi.org/10.20544/hisj.2025.589

Keywords:

Digital Marketing Strategies, Business Practices, Social Media, SMEs, Marketing, Emerging Markets, Tourism Marketing

Abstract

This paper explores the digital marketing strategies and business practices of small and medium-sized enterprises (SMEs) in the Southwestern region of the Republic of North Macedonia. This region represents a tourism-driven area with a growing presence of small and medium-sized enterprises. Rather than focusing on consumer perspectives, the study examines how businesses develop, implement, and measure digital marketing activities to enhance their market presence and customer interaction. Using a quantitative research approach, data were collected from 31 local enterprises to identify the extent of digital channel use, strategic objectives, and performance indicators. The findings contribute to understanding how regional businesses leverage digital tools to strengthen brand visibility, engage customers, and advance their competitive positioning in emerging digital markets. The insights and recommendations provided aim to guide marketers in developing effective digital marketing strategies that resonate with their target audiences and adapt to the dynamic digital landscape.

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