Title: Digital Marketing Challenges Among Selected Small Business Owners In Candaba Pampanga Towards Marketing Framework
Authors: Rojen Ann B. Aga
Neshley M. Balatbat
Diane F. Esguerra
Rhealyn D. Picardo
Mhargem G. Tuazon
Christine J. Concepcion
Alan Y. Cabaluna
Volume: 10
Issue: 7
Pages: 12-32
Publication Date: 2026/07/28
Abstract:
Digital marketing is a rapidly changing field and has become an essential strategy for small businesses to promote their products and services in the modern world. With the increased use of the internet and social media platforms, organizations have shifted from traditional marketing techniques to digital approaches. This study aimed to examine the effectiveness of digital marketing for small businesses in Candaba, Pampanga. It employed semi-structured interviews with seven participants from the food and beverage sector. The findings revealed several challenges affecting digital marketing among small businesses. These included digital marketing readiness, technological competency and adaptability, as well as strategic social media engagement and maximizing social media presence. Furthermore, some business owners were unaware of available digital marketing tools, which limited their ability to expand their market reach and compete with larger businesses. The study emphasized the importance of enhancing digital skills and providing marketing solutions that can empower local entrepreneurs to effectively utilize digital platforms, increase customer engagement, and strengthen the growth ambitions of small businesses in Candaba, Pampanga.