I. ABSTRACT

The world is moving towards innovation, technology, advancement, etc., which are becoming new
trends in digital marketing. This will have various advantages, such as sales being less timeconsuming, easy to interact with, financially accessible, and cost-efficient (Alyahya M et al.,
2020). Digital marketing is all about the use of technology to market the products and services of
a business to consumers, such as email marketing, mobile marketing, social media marketing,
search engine optimization (SEO), pay-per-click (PPC), and online advertising. The researcher
wants to know the level of proficiency in digital marketing tools of micro and small enterprises
since most of the literature only focuses on the utilization of digital marketing tools rather than on
proficiency in using digital marketing tools. A purposive sampling of 125 respondents among
micro and small enterprises was gathered, taking into consideration the selection criteria. The
respondents, the micro and small enterprise owners and managers around Tagaytay City and Silang
were asked to answer a survey questionnaire about their proficiency in digital marketing tools. In
general, the respondents have a high level of proficiency in using digital marketing tools. However,
the respondents could be more proficient in using search engine optimization (SEO) and pay-perclick (PPC). Results suggested addressing the current deficit in the level of proficiency in using
search engine optimization (SEO) and pay-per-click (PPC) by enrolling in a free training program
available at HubSpot, Coursera, Facebook Blueprint, Udemy, Simplilearn, WordStream, Digital
Marketing Institute, and Asian Institute of Management. They offer different training programs
about search engine optimization and pay-per-click to enhance their proficiency in using search
engine optimization and pay-per-click.