The Role of Free Digital Tools on Marketing Strategies of Small Businesses

Abstract

This article examines the role of free digital tools such as Google Analytics and free email marketing tools on the marketing strategies of small businesses. The study's statistical population consisted of managers from small companies active in the field of food product sales in Tehran Province. A random and convenience sampling method was employed, and a total of 243 samples were considered. The research data were analyzed using confirmatory factor analysis after cleaning, and the results indicated that free digital tools have a significant impact on product positioning strategies, product promotion strategies, the improvement and efficiency of market information systems, greater coordination and integration in marketing strategies, and pricing strategies in small businesses.