Digital Marketing and its Effectiveness for Small and Medium Enterprises in Belagavi
Keywords:
Digital Marketing's, Online Marketing, SMEs, Marketing StrategiesAbstract
This study explores how digital marketing affects the growth and visibility of SMEs in Belagavi, focusing on business age, income levels, and industry sectors. A survey of 230 SMEs, combined with secondary data analysis, reveals that most SMEs are new and within the INR 1-5 Lakhs income range, with high digital marketing adoption, especially in the service sector. While SMEs are aware of digital marketing's benefits, they face challenges like limited budgets and expertise gaps (Foroudi et al., 2017). The research finds that younger SMEs adopt digital marketing more and that these strategies have a significant or moderate impact on visibility (Jin and Hurd, 2018).). The study recommends investing in digital skills and adapting marketing strategies for growth. These insights highlight the importance of digital marketing for SME success in Belagavi and suggest avenues for future research.
Downloads
References
Abed, S.S., Dwivedi, Y.K. and Williams, M.D., 2015. SMEs' adoption of e-commerce using social media in a Saudi Arabian context: a systematic literature review. IJBIS, 19(2), pp.159-179.
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N.I. and MohdShuib, N.L., 2015. Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems, 115(3), pp.570-588.
Atanassova, I. and Clark, L., 2015. Social media practices in SME marketing activities: A theoretical framework and research agenda. Journal of customer behavior, 14(2), pp.163-183.
Bocconcelli, R., Cioppi, M. and Pagano, A., 2017. Social media as a resource in SMEs’ sales process. Journal of Business & Industrial Marketing, 32(5), pp.693-709.
Campaniaris, C., Murray, R., Hayes, S. and Jeffrey, M., 2015. Evidence-based development of a strategy for Canadian apparel SMEs. Journal of Fashion Marketing and Management, 19(3), pp.299-314.
Caniëls, M.C., Lenaerts, H.K. and Gelderman, C.J., 2015. Explaining the internet usage of SMEs: the impact of market orientation, behavioural norms, motivation and technology acceptance. Internet Research, 25(3), pp.358-377.
Centobelli, P., Cerchione, R., Esposito, E. and Raffa, M., 2016. Digital marketing in small and medium enterprises: The impact of web-based technologies. Advanced Science Letters, 22(5-6), pp.1473-1476.
Donnelly, C., Simmons, G., Armstrong, G. and Fearne, A., 2015. Digital loyalty card big data and small business marketing: Formal versus informal or complementary? International Small Business Journal, 33(4), pp.422-442.
Foroudi, P., Gupta, S., Nazarian, A. and Duda, M., 2017. Digital technology and marketing management capability: achieving growth in SMEs. Qualitative Market Research: An International Journal, 20(2), pp.230-246.
Jin, H. and Hurd, F., 2018. Exploring the impact of digital platforms on SME internationalization: New Zealand SMEs use of the Alibaba platform for Chinese market entry. Journal of Asia-Pacific Business, 19(2), pp.72-95.
Karimi, S. and Naghibi, H.S., 2015. Social media marketing (SMM) strategies for small to medium enterprises (SMEs). International Journal of Information, Business and Management, 7(4), p.86.
Khoo, J. and Xu, Y., Advenix Corp, 2015. Systems and methods for online marketing and advertising on e-mail systems. U.S. Patent 9,076,147.
Makhitha, K.M., 2016. Marketing strategies of small craft producers in South Africa: practices and challenges. Journal of Applied Business Research (JABR), 32(3), pp.663-680.
Mathews, S., Bianchi, C., Perks, K.J., Healy, M. and Wickramasekera, R., 2016. Internet marketing capabilities and international market growth. International Business Review, 25(4), pp.820-830.
Mitchell, R., Hutchinson, K., Quinn, B. and Gilmore, A., 2015. A framework for SME retail branding. Journal of Marketing Management, 31(17-18), pp.1818-1850.
O’Connor, C. and Kelly, S., 2017. Facilitating knowledge management through filtered big data: SME competitiveness in an agri-food sector. Journal of Knowledge Management, 21(1), pp.156-179.
Ocloo, C.E., Xuhua, H., Akaba, S., Addai, M., Worwui-Brown, D. and Spio-Kwofie, A., 2018. B2B E-commerce Adoption amongst manufacturing SMEs: Evidence from Ghana. Australian Journal of Economics and Management Sciences, 8(1), pp.126-146.
Scuotto, V., Del Giudice, M. and Obi Omeihe, K., 2017. SMEs and mass collaborative knowledge management: toward understanding the role of social media networks. Information Systems Management, 34(3), pp.280-290.
Shaltoni, A.M., West, D., Alnawas, I. and Shatnawi, T., 2018. Electronic marketing orientation in the Small and Medium-sized Enterprises context. European Business Review, 30(3), pp.272-284.
Suárez, D., García-Mariñoso, B. and Santos, I., 2016. Satisfaction of business customers with mobile phone and internet services in Spain. Telecommunications Policy, 40(1), pp.52-61.
Downloads
-
Download PDF
Abstract Views: 41, 
Download PDF: 20
Published
Issue
Section
License
Copyright (c) 2025 International Journal of Innovative Scientific Research
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
