In todays digital landscape, digital marketing has become a cornerstone for Small and Medium Enterprises (SMEs) seeking to enhance brand awareness and customer loyalty. This study addresses a gap in the literature concerning how niche-market-SMEs particularly those in the Southeast Asian maternity and baby-care sectorcan effectively implement digital marketing strategies. The discussion evolved from two perspectives: First, the paper explores key digital marketing strategies and analyzes the role of these strategies in SMEs, especially how data and platform tools can inform decisions; Second, from the consumers behavior perspective, it identifies and analyzes the emotional and practical-driven factors that determine young parents purchasing decisions. Finally, considering the intersection between digital marketing and fulfilling customer expectations, this paper proposes the Customer-Centricity-Awareness & Authenticity-Relationship Building-Engagement & Experience (C.A.R.E. )strategic framework, a model designed to provide actionable recommendations for SMEs competing in the SEA maternity and baby market to harness digital tools to enhance brand awareness, foster trust, and build loyalty, even with limited marketing budgets.
Yu-Ting Chen (2025) studied this question.