Small businesses should use digital marketing because it offers numerous benefits and advantages over traditional marketing methods. Here are several reasons why small businesses should embrace digital marketing:

1. Cost-effective: Digital marketing is generally more affordable than traditional marketing channels like TV, radio, or print advertising. Small businesses often have limited marketing budgets, and digital marketing provides cost-effective options to reach their target audience. For instance, running a social media campaign or email marketing campaign can be significantly cheaper than placing an ad in a local newspaper.

2. Increased reach and targeting: Digital marketing allows small businesses to reach a wider audience compared to traditional marketing methods. With digital marketing, businesses can target specific demographics, interests, locations, or even behaviors of potential customers. For example, a local bakery can use Facebook ads to target people in their area who have shown an interest in baking or desserts.

3. Measurable results: Digital marketing provides detailed analytics and insights that allow small businesses to measure the effectiveness of their marketing efforts. They can track metrics such as website traffic, conversion rates, email open rates, social media engagement, and more. This data enables businesses to make data-driven decisions and optimize their marketing strategies for better results.

4. Increased brand visibility and credibility: Digital marketing helps small businesses establish and enhance their online presence, which is crucial in today's digital age. A well-designed website, active social media profiles, and positive online reviews can boost a business's credibility and make it more visible to potential customers. For example, a small clothing boutique can showcase its products and unique style through visually appealing social media posts and gain a loyal following.

5. Enhanced customer engagement: Digital marketing provides various channels for small businesses to engage and interact with their customers. Social media platforms, email marketing, and blogs enable businesses to communicate directly with their audience, answer queries, provide updates, and build relationships. This engagement can lead to increased customer loyalty and advocacy, ultimately driving business growth.

6. Flexibility and adaptability: Digital marketing allows small businesses to be flexible and adapt quickly to market changes. Unlike traditional marketing, digital marketing campaigns can be adjusted, optimized, or paused in real-time based on the performance and feedback received. This agility enables small businesses to respond to customer needs, industry trends, or competitor actions promptly.

References:
- Forbes: https://www.forbes.com/sites/forbesagencycouncil/2017/10/25/why-digital-marketing-is-essential-for-small-businesses/#20d1e9f84f7b
- HubSpot: https://blog.hubspot.com/agency/benefits-of-digital-marketing-for-small-businesses
- Small Business Trends: https://smallbiztrends.com/2017/01/benefits-of-digital-marketing.html