SMEs are actively being encouraged to be more digitally ready. The purpose of this research is to advance understanding of contemporary LAM techniques and develop a framework for implementation within SMEs.

This research will expand on the work of Finne and Gronroos (2009) who proposed an informal rethink of marketing communication on the basis that meaning is created out of messages received through the communication process.

This research will specifically apply these findings to contemporary LAM techniques in a small business context.