This literature review was written as part of a doctoral-level assignment and has not been peer-reviewed or officially published. It is intended for educational and professional discussion purposes only.
Small and midsize service-based businesses—especially in industries like HVAC, plumbing, and electrical—continue to face challenges adapting to the rapidly evolving digital marketing landscape. While traditional tactics like word-of-mouth and print advertising still play a role, today’s consumers rely heavily on digital channels, social media, and search engines to make informed decisions. However, limited budgets, digital literacy gaps, and internal resistance to change often prevent these businesses from embracing modern strategies.
In my literature review, I examine the common barriers to digital adoption and offer practical insights on tools like AI, SMS, FMS software, social media advertising, and Google Business Profiles. The review explores how small businesses can overcome marketing challenges through education, automation, and data-driven decision-making to remain competitive in today’s service economy.
Read the full literature review here:
Navigating Digital Marketing Constraints—Google Doc