Importance of Business Digitization: The Case of the Region of Western Macedonia, Greece

The twenty-first century is an era of technological evolution, with the use of new data to demonstrate the significant increase in the use of electronic media, social media, and new technologies, as well as digital tools that these novel technologies have developed. These new technological tools offer many opportunities for businesses, making them consider their digital transformation, digitalization, and digital marketing to be extremely important. Therefore, the use of technologies and new production techniques is important to achieve interconnection and communication with clients and other business partners. Digitalization can be made possible through the use of various technologies, which will enable the digital transformation of businesses. This research chapter focuses on investigating digitization in the four prefectures of Western Macedonia, Greece, with the aim of examining whether the business’ digital development is related to the number of years of operation and the digital skills and digital literacy of the owner or the marketing executive of that business. The secondary purposes are to investigate whether the Greek SMEs can easily implement various digital marketing strategies and have achieved good levels of digital growth and whether digital literacy and knowledge depend on the region where the enterprise is located or on the place of origin of the owner of the enterprise.