The Communication Strategy of SMEs: The Emergence of a Heterogeneous Scenario

This study examines the marketing communication strategies employed by small and medium-sized enterprises (SMEs), with a particular emphasis on their role in achieving communication effectiveness and marketing objectives. Whilst large corporations implement well-structured communication strategies, SMEs often face challenges due to limited resources, despite the growing importance of communication in strengthening brand awareness and customer loyalty. A systematic literature review (SLR) approach was adopted to collect and analyse data, which was divided into three phases: review planning, review execution, and findings reporting. The study identified five major content areas, highlighting the emergence of a heterogeneous landscape in SMEs communication management, through a review of over 80 academic publications from Scopus and Web of Science (WoS). The findings indicate an increasing awareness among SMEs of the strategic value of marketing communication. Furthermore, the study emphasizes how digital transformation has created new opportunities for SMEs to develop targeted communication strategies, engage consumers more effectively, utilise a diverse range of digital tools, and assess the impact of their communication efforts. The SLR process has also revealed key weaknesses in SME communication strategies, research gaps, and future research directions. The insights derived from this study are set to make significant contributions to the marketing communication literature while concurrently offering practical guidance for entrepreneurs, marketing managers and consultants. In addition, policymakers, academic institutions, and other stakeholders can leverage these findings to enhance communication strategies in an increasingly digital and competitive business environment. It is recommended that further qualitative research be conducted to facilitate a more profound comprehension of the evolution of communication management.