Dynamics of Innovations and Value Creation in Small Business by Diffusion of Digital Marketing

Abstract

The digital arena is now seeing a swift transformation into a platform for marketing and communication, with an increasing number of apps scouting for ways to bridge the gap between brands and audience. The marketers thus have to focus on right sources that can help them to reach their target audience optimally, even in the gaming space. The study focused on the impact of digital marketing to influence the successful revenue generation of small business in different cities of Odisha. 342 respondents were selected for the study and stratified random sampling was used. The respondents belong to the food, handicraft, jewelry, mobile shop and coaching centers business group. The findings suggested digital marketing had an impact on revenue generation as well as effectiveness in acquision of new customers as well as retaining the customer base.