Mia Graci

Document Type

Honors Thesis

Major

Marketing and Accounting

Advisor(s)

Rusty Stough

Committee Members

Jason S. Entsminger, Erin Percival Carter

Graduation Year

May 2026

Publication Date

2026

Abstract

Even though about 92% of U.S. businesses are microenterprises, microenterprise owners and employees face harsh resource restrictions that impact how they approach digital marketing (The Association for Enterprise Opportunity et al., 2013). Faced with limited human and financial capital, microenterprise owners lack targeted, informative digital marketing resources that can help them grow their businesses without requiring expensive campaigns and a large marketing team. This thesis examines strategies for enhancing microenterprises’ digital marketing in today’s digital landscape and provides specialized resources tailored to assist microenterprises in developing and implementing their own digital marketing strategies. To determine the most impactful digital marketing strategies and concepts for microenterprises, this thesis integrated investigations into the needs, behaviors, and preferences of microenterprises with an evaluation of digital tools such as website builders. The thorough exploration of microenterprises’ current and potential use of digital marketing culminated in the creation of several educational marketing guides and templates for microenterprises to utilize in building stronger brands, creating better marketing strategies, and developing powerful online presences. These materials can be accessed through a dedicated digital marketing resources hub website found at https://miagraci.wixsite.com/honors-thesis. These resources aim to alleviate some of the challenges of microenterprise owners and staff in creating effective digital marketing strategies within today’s continuously changing and evolving digital environment. Disclaimer: This thesis and the accompanying materials have been created in good faith to inform microenterprise owners about digital marketing. The information provided does not constitute legal, financial, or professional business advice. There is no guarantee of any specific business outcome, profit, or success from the use of this information. Consult with legal professionals for specific guidance on relevant information for your specific industry, business, and jurisdiction. Mia Graci, the University of Maine, and the people named in this paper are not liable for your use or reliance on this thesis.

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