Digital Marketing Strategies of Small Businesses in Sorsogon City

The rise of digital marketing has transformed how businesses engage with customers, particularly in the tourism sector, where an online presence is vital for visibility and competitiveness. This study aimed to examine the use and effectiveness of digital marketing strategies among small tourism businesses, analyzing the adoption and challenges faced by small tourism-related businesses in Sorsogon City. Data collection used structured questionnaires and semi-structured interviews to examine digital marketing platforms, content strategies, and performance metrics.Key findings indicated that all nine small tourism-related businesses utilized digital marketing tools, with 5 out of 9 small tourism-related businesses rating Facebook as the most popular platform, followed by email marketing, and websites, having the same rate of 44.4%. The primary goals of digital marketing include generating leads (7 out of 9) and sales, and enhancing brand awareness (6 out of 9). Despite significant challenges such as high costs and limited expertise, small tourism-related businesses show adaptability by leveraging free or low-cost tools, and employing trial-and-error experimentation to overcome constraints. Customer-focused content, particularly testimonials and videos, effectively engaged audiences. 4 out of 9 small tourism-related businesses that updated their content weekly or monthly reported higher engagement levels, while others used daily updates, reflecting diverse approaches to frequency.This research underscored the critical role of digital marketing in driving visibility, customer engagement, and sales for small tourism-related businesses, particularly in Sorsogon City. It recommended actionable insights such as adopting data-driven decision-making through analytics, enhancing digital literacy through targeted training programs, and prioritizing visually rich, customer-focused content. By adopting effective digital marketing strategies, small businesses can achieve sustained growth, improve customer relationships, and navigate market challenges more effectively.