MARTECH STACK ADOPTION IN SMES: A REVIEW OF AUTOMATION, CRM, AND AI INTEGRATION

Abstract

This study presents a comprehensive systematic literature review exploring the adoption, integration, and performance of Marketing Technology (MarTech) stacks in small and medium-sized enterprises (SMEs). Guided by the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) methodology, a total of 97 peer-reviewed journal articles published between 2013 and 2024 were identified, screened, and analyzed to uncover critical insights into how SMEs are embracing digital tools such as Customer Relationship Management (CRM) systems, marketing automation platforms, and Artificial Intelligence (AI) applications. The findings reveal that CRM serves as the foundational MarTech component, widely adopted due to its accessibility and strategic value in managing customer relationships and driving sales growth. Marketing automation enhances efficiency but remains underutilized, while AI adoption is largely experimental, hindered by low data maturity and technical barriers. Organizational readiness—including leadership support, digital culture, and staff competencies—emerged as a central factor influencing successful adoption, whereas technological challenges, particularly system integration and compatibility, frequently constrain performance outcomes. AI, in this context, encompasses machine learning, natural language processing, and predictive analytics that facilitate intelligent marketing strategies such as recommendation engines, chatbots, and dynamic content creation Furthermore, the review identifies that external forces, including competitive pressure, regulatory support, and geographic context, play a pivotal role in shaping adoption behavior. A notable gap exists in empirical research on SMEs in emerging economies, as well as in longitudinal studies and integrated theoretical frameworks that analyze MarTech adoption as an evolving stack rather than isolated tools. This review contributes to the growing body of literature by offering a multidimensional understanding of MarTech stack adoption in SMEs and highlights areas for future research and policy development to support inclusive and strategic digital transformation in the global SME sector.