Digital marketing practices in Algerian service SMEs

The technological developments of the 21st century have radically transformed the way companies are managed. The marketing function and the overall marketing mindset have, for their part, undergone major innovations that have changed not only the way in which products/services are sold or messages are communicated, but also the way in which customers are perceived. The latter becomes a partner of the company instead of a simple buyer/user. It is in this perspective that digital marketing is now imposed on companies, which must integrate it, not as a separate approach to their strategies, but rather as a managerial culture around which all functions and employees must unite. Digital marketing practices are therefore a very appropriate alternative, particularly for SMEs, in order to cope with this highly evolving environment where competition and competitiveness are constantly increasing. It is in this sense that our study attempts to demonstrate the interest of an approach integrating webmarketing practices, particularly within service companies.