An Investigation on The Impact of Digital Marketing Practices on Performance and the Sustainability of Business.

Abstract

This study aims to provide light on how digital marketing affects a company's long-term sustainability in relation to sales performance. Here, data is analysed using quantitative methods such as structural equation modelling. Using researchers' preferred methods to choose samples. We used online questionnaires to poll 142 MSMEs in the Bangalore area and analysed their responses for this study. According to the data, digital marketing significantly improved sales performance and the company's long-term sustainability. From search engine optimisation (SEO) and social media to the web and other online platforms, digital marketing can take many forms. Among micro, small, and medium-sized enterprises (MSMEs), social media stands out as a preferred digital platform. The best sales tactics that increase income and guarantee a company's continuous success are uncovered by this study's analysis of data from both big and small businesses.