ABSTRACT
Globalization, technological innovations, and the coronavirus disease (COVID-19) pandemic have promoted disruptive changes in buying and selling negotiation models through e-communication. As a result, Small and Medium Enterprises (SMEs) have been forced to adapt to online channels. Considering market relevance, this article describes the survey results with 11 SMEs regarding their adherence to digital media. Moreover, a case study of a selected company demonstrated barriers and propulsions to digital adequacy. The aim was to promote SMEs' competitiveness through technology transfer, focusing on e-communication and strategic digital planning. The results show that the insertion of technology through digital media depends on the knowledge of the tools used in this medium. Therefore, despite being ready to use, SMEs have not yet fully leveraged digital media. Organizational barriers, such as lack of time for those responsible, lack of training and knowledge, and strategic planning, were observed. However, environmental factors such as competitive pressure and innovation-related policies are positive for insertion. Thus, there is room for companies to invest in digital strategic planning focused on improving sales, customer relations, and competitiveness. © 2022 IEEE.