Towards The Digital Transformation Of The Marketing Function In Algerian Smes: The Case Of Markitor And Fcsca Vers La Transformation Digitale De La Fonction Marketing Dans Les Pme Algériennes: Cas Du Markitor Et Fcsca

Résumé: The digital transformation represents a real growth opportunity for Algeriansmall and medium-sized enterprises (SMEs). It must be a lever for performance, profitability and competitiveness.Digital offers Algerian SMEs a new, particularly effective commercial route to foreign consumers. Algerian SMEs selling online are three times more likely to deal with foreign customers than Algerian SMEs in general. It is now essential for business enterprises to achieve their digital transformation in order to access e-commerce and preserve their competitiveness in a globalized market.Some industries show a real advance in terms of adoption and mastery of digital tools. This development has also led to a steady increase in the number of Internet users, social network users and smartphone users, which means that we are facing a new market or a new world called the digital world. Themain purpose of our research is to recognize the potential for building website and social media pages, as well as to examine the functionalities of websites used by small and medium-sized enterprises in Algeria. To achieve our goal, we opted for a qualitative study that divides our research into two parts: The first is an analysis of the content of the websites of each of the SMEs studied, according to features proposed by Li and Wang. The second is an analysis of the Facebook pages of the two SMEs.Our sample consists of two Algerian companies that are located in different cities: the first company is MARKITOR located in SidiBel Abbes city, and the second is FCSCA located in Oran city. The exercise consists to do a comparative study to find out the best practices on the use of social media and the creation of websites for these two companies. The results of our research indicate that Algerian companies do not fully use their websites as a marketing tool. Most companies are making efforts to develop information delivery applications, while some companies are focusing on communication applications. In each of the marketing functionalities, simple and basic applications are more widely accepted than advanced and sophisticated applications on websites.Moreover, social networks; precisely the most popular social network in Algeria; Facebook is less used by Algerian SMEs, this is justified by their limited presence and lack of communication on social networks

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