AN ANALYSIS ON THE UTILIZATION OF DIGITAL MARKETING STRATEGIES FOR GROWTH & DEVELOPMENT OF SME’S

Abstract

Purpose: The purpose of this research is to get the idea on how the impact of Digital Marketing has created an inclination towards the SME’s and what is the most preferred medium by the businesses & to find the adoption of digital marketing strategies by SME’s along with the impact on their business. Approach: This research is carried out in order to understand the SME’s most preferred medium for Digital Marketing & the buzz that is created by making their businesses digitalized. Findings: The awareness of digital marketing through mediums such as online research, social media, word of mouth, etc varies based on the age of the business owner. There is a direct relationship between the knowledge of digital marketing and the extent of usage of digital marketing tools. Originality Value: To develop the comprehensive study on how much SMEs are inclined towards the digital marketing practices and what impact has been experienced by the businesses by its implementation and by how they are approaching towards digitalization.