THE IMPACT OF DIGITAL MARKETING TOOLS ON SMALL BUSINESS PERFORMANCE: A REGIONAL ANALYSIS

This article analyzes the role of digital marketing tools in improving the performance of small businesses, with particular attention to Kashkadarya region. The study examines the economic position of small business and the development of the digital market using official statistical indicators. Digital marketing is considered as a management instrument for identifying customer demand, reaching target audiences, converting interest into sales, and maintaining customer relationships. The study proposes an integrated approach combining digital promotion, customer relationship management and sales analytics. The results demonstrate the substantial role of small business in the regional economy and services sector and highlight the potential for wider use of digital marketing channels.