SMEs have more tools than ever to succeed

SMEs are in a unique position thanks to technological advancements and digital strategies. Taking advantage of the fact that SME Day is celebrated next June 27, this is the perfect time to reflect on how these enterprises, which represent 99% of the Spanish business fabric, can benefit from artificial intelligence and digital marketing. and online advertising to transform your operations and increase your chances of success.

The emergence of the Internet was the starting point as an incentive for SMEs

Before the digital explosion, SMEs faced many constraints that hindered their competitiveness and growth. Technological barriers were high, and access to advanced tools, such as artificial intelligence and digital marketing, was almost exclusively limited to large companies with significant resources. Traditional advertising was expensive and limited in reach, restricting expansion into broader markets. Market research and accessing accurate data to make strategic decisions were tedious and expensive processes. However, today digitalization has leveled the playing field, allowing SMEs to access advanced technologies, affordable online advertising platforms, and data analysis tools that improve their business operations and strategies. This transformation removed many of the barriers that had previously hindered their development, giving them unprecedented flexibility and ability to innovate.

Access to advanced technologies and the increasing offer of specific solutions for SMEs by technology providers has facilitated this shift. For example, cloud solutions have eliminated the need for large investments in hardware and software, allowing SMEs to access the same tools and platforms used by larger companies. But this digital transformation has not only changed the way SMEs operate, it has also changed the competitive landscape. SMEs that embrace new digital technologies and strategies can not only survive, but also thrive in an increasingly globalized and competitive environment.

The ability to innovate quickly, adapt to changing market demands and deliver personalized customer experiences are key factors that will determine the success of SMEs in the future. New consumers expect Personal experiences And
Universal channel. SMEs can and should embrace new technologies to meet these expectations and remain competitive. Tools like data analytics and marketing automation enable SMEs to deliver consistent and personalized customer experiences across all touchpoints.

The new era of AI is within reach of SMEs

the artificial intelligence It has ceased to be an exclusive technology for large tech companies and has become an accessible and affordable tool for small and medium businesses. In Spain, 33% of SMEs are already using AI-based tools, and this percentage is expected to rise to 60% in the next three years. AI allows SMEs to automate processes, improve operational efficiency, and deliver more personalized experiences to their customers. From chatbots that answer customer queries in real-time to algorithms that optimize the supply chain, AI is revolutionizing the way SMEs operate and interact with their environment.

Marketing was not as accessible as it is now for SMEs

Spanish SMEs are investing a total of €1,180 million in digital marketing in 2023. Investment in digital marketing by SMEs is expected to continue to grow in the coming years, reaching €1,350 million in 2024.

Nowadays, digital marketing has proven itself as one of the great pillars of small and medium businesses. Unlike traditional advertising, digital marketing offers a series of advantages that are particularly attractive to SMEs. Not only is it more profitable, with a 50% lower cost compared to traditional advertising, but it also allows for precise segmentation of the target audience, something that would have been unimaginable just a few decades ago. In fact, data suggests that SMBs that use digital marketing strategies are 60% more likely to survive in the market, as they can reach a global audience and accurately measure the ROI of their campaigns. For their part, online advertising has allowed SMEs to significantly expand their reach. Through platforms such as Google Ads, Facebook Ads or LinkedIn, SMEs can now target specific market segments with personalized and effective advertising. This ability to reach a global audience on a limited budget has leveled the playing field, allowing SMEs to compete head-to-head with much larger companies. Additionally, online advertising provides flexibility and adaptability that can be crucial.

E-commerce, the other way to sell

The rise of e-commerce has been another major factor that has greatly benefited SMEs. Globalization and e-commerce have increased competition, but have also provided new opportunities for SMEs. Now, small local companies can sell their products and services internationally with relative ease. Platforms such as Amazon, eBay or Shopify have simplified the online selling process, allowing small and medium-sized businesses to access global markets without requiring large investments in infrastructure. In fact, Spanish SMEs generated more than €20,492 million in e-commerce revenue in the second quarter of 2023, representing a 12.7% increase compared to the same period of the previous year. Currently, 51% of SMEs in Spain make sales online, and 21% of these companies started working in the digital sphere during the pandemic.

What no one doubts is that it has never been easier for SMEs to take advantage of the opportunities offered by artificial intelligence, digital marketing and online advertising. The democratization of technology, access to global information and resources, and a renewed focus on efficiency and innovation have created an environment in which SMEs have more tools than ever to succeed.