Digital Marketing Tools for Business Strategies Definition by Young Entrepreneurs: the Case of Portugal

Digital Marketing integrates a set of technologies and tools that leads the end consumers to use digital platforms to stimulate their buying behavior fulfill their needs and wishes, and enhance digital business, generating profit for the firm (Chaffey, 2019). In this context emerged the following research question “Which are the main Digital Marketing tools that contributes best to the definition of the business strategies of young entrepreneurs in Portugal?”. To reply to this question a literature review, and a questionnaire was applied to a sample of 68 entrepreneurs, with the aim to identify and analyze the Digital Marketing tools. The main findings regarding the digital marketing tools used by the companies for the implementation of their marketing strategy are the Institutional Website as the most selected, followed by Social Networks, Mobile marketing, E-mail marketing, and Video on the Internet. The less selected by the respondents are the Business Blogs and the Interactive Digital Television. Digital marketing tools have an inexorable role in the definition and implementation of marketing strategies, for the promote of the products and services.