kaz29Вестник Казахстанско-Британского технического университетаHerald of the Kazakh-British Technical University1998-66882959-8109Казахстанско-Британский Технический Университет10.55452/1998-6688-2024-21-4-317-331kaz29-1561Research ArticleЭКОНОМИКА И БИЗНЕСECONOMY AND BUSINESSВЛИЯНИЕ ЦИФРОВОГО МАРКЕТИНГА НА БИЗНЕС-ЭФФЕКТИВНОСТЬ КАЗАХСТАНСКИХ ПРЕДПРИЯТИЙ МСБDIGITAL MARKETING INFLUENCE ON THE BUSINESS PERFORMANCE OF KAZAKHSTAN SMALL & MEDIUM ENTERPRISES (SMES)https://orcid.org/0000-0002-6935-1373РаджасекхараМоули ПотлуриRajasekharaMouly Potluri

PhD, профессор менеджмента/маркетинга

г. Алматы

PhD, Professor of Management/Marketing

Almaty

prmouly24@gmail.comhttps://orcid.org/0000-0002-1030-3860МадхавиКиларуMadhaviKilaru

доцент

г. Хайдарабад, Телангана

Assistant Professor

Telangana

madhavi.aditi@gmail.comhttps://orcid.org/0009-0004-7370-6335ТурарбековаК.TurarbekovaKuralay

BBA

г. Алматы

BBA Class of 2021-2025

Almaty

kuralaytm@gmail.comhttps://orcid.org/0009-0008-8506-9782ШевчюкН.ShevchikNikita

BBA

г. Алматы

BBA Class of 2021-2025

Almaty

kitshevchik@gmail.comКазахстанско-Британский технический университетКазахстанKazakh-British Technical UniversityKazakhstanДепартамент гуманитарных наук и наук VNR Виньяна Джьоти Институт инженерии и технологийИндияDepartment of Humanities & Sciences VNR Vignana Jyothi Institute of Engineering & Technology HyderabadIndia202425122024214317331Copyright © Раджасекхара М.П., Мадхави К., Турарбекова К., Шевчюк Н., 20242024Раджасекхара М.П., Мадхави К., Турарбекова К., Шевчюк Н.Rajasekhara M.P., Madhavi K., Turarbekova K., Shevchik N.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.kbtu.edu.kz/jour/article/view/1561

В данном исследовании изучается влияние цифрового маркетинга на бизнес-эффективность казахстанских предприятий малого и среднего бизнеса (МСБ), управляемых мусульманами. В исследовании используется смешанный подход, включающий количественные и качественные методы сбора данных. Результаты показывают, что маркетинг в социальных сетях, поисковая оптимизация (SEO) и маркетинг по электронной почте являются наиболее распространенными методами цифрового маркетинга, принятыми казахстанскими МСП. Однако такие проблемы, как ограниченные маркетинговые бюджеты, сложность измерения окупаемости инвестиций и отслеживание тенденций, препятствуют эффективной реализации. Несмотря на эти проблемы, МСБ признает положительное влияние цифрового маркетинга на свою эффективность, отраженное в таких областях, как рост продаж, привлечение клиентов и узнаваемость бренда. В исследовании делается вывод, что цифровой маркетинг представляет собой мощный инструмент для казахстанского МСБ для повышения видимости, привлечения клиентов и стимулирования конверсий, что итоге способствует устойчивому росту на цифровом рынке.

This study investigates the influence of digital marketing on the business performance of Kazakh Small and Medium-sized Enterprises (SMEs) managed by Muslims. The research employs a mixed-method approach, incorporating quantitative and qualitative data collection techniques. The findings reveal that social media marketing, search engine optimization (SEO), and email marketing are the most prevalent digital marketing practices adopted by Kazakh SMEs. However, challenges such as limited marketing budgets, difficulty measuring return on investment, and keeping up with trends hinder effective implementation. Despite these challenges, SMEs acknowledge the positive impact of digital marketing on their performance, reflected in areas like sales growth, customer acquisition, and brand awareness. The study concludes that digital marketing presents a powerful tool for Kazakh SMEs to enhance visibility, engage customers, and drive conversions, ultimately contributing to sustainable growth in the digital marketplace.

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The authors declare that there are no conflicts of interest present.