Limitations of the application of digital marketing in the development strategies of small and medium businesses

The article reveals the possible limitations of the use of digital marketing in small and medium-sized businesses, mainly related to the risks and high cost of digital innovations, as well as the short-term planning horizon of small and medium-sized businesses. It was concluded that the maximum efficiency of a company's digital marketing is provided by the complex digitalization of activities, which also requires systemic changes in business processes and corporate culture.