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Journal of Indian Business Research

ISSN : 1755-4195

Article publication date: 20 February 2023

Issue publication date: 3 March 2023

This study aims to analyze the available literature on the use of digital marketing and its impact on small- and medium-sized enterprises (SMEs). This study identifies the use of digital marketing practices and its impact on SMEs.

Design/methodology/approach

A systematic literature review has been conducted on digital marketing, and its implementation in SMEs. The impact of digital marketing on SMEs performance is observed over the past 12 years through the resources which are undertaken for the study, namely, Science Direct, Scopus, Springer, IEEE Explorer, ACM Digital Library, Engineering Village, ISI Web of Knowledge database is used to search the research publications on the selected topic.

Although some SME firms use digital marketing, their impact is not similar where we can recommend a fixed strategy for applying digital marketing. This review provides an insight into how digital marketing has evolved over the period of time and how SMEs are adopting it for their sustenance.

Practical implications

This study will give theoretical analysis of various benefits received by SMEs because of digital marketing in the different capacities helping organizations to uplift their productivity. Mind mapping will give the idea of impact of SMEs on their various performances in rural as well as in the urban areas. This study will give further scope for digital marketers to approach those industries specifically at rural parts of the nation for bringing change into their marketing operations and also for increasing turnover by the use of digital marketing.

Originality/value

Research on the use of digital marketing by SMEs firms is still at the embryonic stage in India. This study is a pioneering effort to review the use of digital marketing in SMEs and identify research priorities for scholars and practitioners.

• Literature review
• Digital marketing
• Small and medium enterprises
• Impact on SMEs

Jadhav, G.G. , Gaikwad, S.V. and Bapat, D. (2023), "A systematic literature review: digital marketing and its impact on SMEs", Journal of Indian Business Research , Vol. 15 No. 1, pp. 76-91. https://doi.org/10.1108/JIBR-05-2022-0129

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DIGITAL MARKETING: CONCEPTS & ASPECTS.

2019, International Journal of Advanced Research (IJAR)

In the current era Digital Marketing is one of the most preferred forms of marketing. It is extremely popular in the younger generations, also being used by middle and the older generations. Today marketers are using digital marketing as a channel to market their products and the services. Digital Marketing is the way of electronic communication with customers and consumers. Due advancements in technology, the use of digital marketing, social media marketing, and search engine marketing is increasing rapidly. Digital marketing requires a new understanding of customer behavior. Digital marketing is a strategy that gives an individual or organization the ability to get in touch with clients by establishing innovative practices, combining technology with traditional marketing strategies. Digital marketing is beyond internet marketing including channels that do not require the use of Internet. Digital marketing includes Mobile phones -SMS and MMS, social media marketing, display advertising, search engine marketing and many other forms of digital media. The purpose of this paper is to study the concept and various aspects of digital marketing and to explore the differences between digital marketing and traditional marketing.

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Bhaskar Jha

The era of traditional marketing is slowing fading out owing to its high cost and low conversion ratio, and is being replaced by heavy investments in Digital Marketing by all firms alike. Digital Marketing uses various digital tools and technology to reach the target customers and performs data driven marketing of products and services. Identification of target customer is comparatively easy in digital media marketing and hence is more effective compared to traditional media marketing. This paper gives an insight on how by using digital marketing, the customer reach can be enhanced in a cost-effective way. It also gives a review of how the digital marketing landscape is changing. It emphases on how social media platforms can be leveraged for digital marketing and discussing the effectiveness of different platform. Besides this, various channels are available to make the digital marketing experience smoother. Tools like search engine optimization, influencer marketing, product placement etc. helps in increasing the visibility of the product significantly. Below the line activities such as e-mail marketing, content marketing, affiliate marketing helps you to connect with the customer directly. Various channels such as Pay per click marketing, Social Media Marketing, YouTube marketing and effectiveness of each channel has been discussed in this paper. The elements of a digital marketing program for attracting the customers, engaging them and retaining them and how to understand their preferences would be known after reading this paper. This will help to choose the best digital marketing channel based on products and services that you are offering. The final aim is to decide upon which channels and social media platforms to be used strategically and achieve the right mix and desired ROI. This research can provide a general framework for comparing different social media platforms and how the selection of particular channel and digital platform will influence the product or service communication. Also, the way forward and the need for organizations to go digital has been stressed upon. The shift towards a digital India will take place over a period of time. The internet penetration of urban India is close to 60% but that of rural India still stays at less than 20%, hence it will be a slow and steady process. The market is becoming very competitive and digital organizations need to update their marketing strategy in accordance with the consumer behaviour. Digital marketing allows marketers to come up with more innovative ideas to market their products. Latest technologies like 3D printing have also been discussed which may change the way marketing happens in future. It is now possible to create a 3D object from a digital model. This can be a viable marketing tactic for businesses in future. In future it will be possible for businesses to create accessories which can then be printed by customers who have 3D printers. This will result into elimination of unnecessary processes and also help in customization. The future of marketing is here, ready?

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The authors of this paper have analysed the current and future tendencies in digital marketing communications (DMC). Digital communications are an area of fast and frequent changes that lead to shorter communication between the message sender and receiver, thus speeding up the process and making it more complex. In order to survive in a dynamic environment, companies need to be visible and directly linked to their target groups. Moreover, it is vital that they understand well their digital environment and are prepared to take proactive steps to make their marketing communication successful. Acceptance and application of new trends in the field of digital marketing is a milestone in the business of an organization. The need for a proactive approach to changes is evident , as the organizations that first introduce the user-oriented innovations shall receive consumer attention and funds. A detailed and concise review of the current situation and the forecasts for the future are presented, to allow the expert and scientific public to plan future research in this field. An overview of the challenges and opportunities facing this innovative area provides a valuable insight and helps create a successful marketing communications strategy.

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Today is the age of digital marketing, every nook and corner of the world is getting connected with the help of the advanced forms of digital media. The article is an attempt to understand what exactly digital marketing is and how it affects today‟s marketing scenario. It elaborates the various strategies which a firm can use to make it more impactful in the world of marketing. It tries to explain the evolution of digital marketing from the primary objective of “customer servicing “to more serious and secondary objective of “engagement”.

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In this highly competitive and innovation progression market the use of web has increased unexceptionally which have forced the market to move from traditional old form to new digital marketing. The recent expansion and advancement of web use or commitment of buyer and sellers have increased as the result of which consumers approach is changing and companies should have in depth examination of it. Therefore, this research studies is conducted to analyse the impact of digital marketing on the consumer’s buying behaviour in this cutthroat market. Digital marketing refers to the way through which one can display alludes to promotion depicted by using advanced channels like online entertainment, emails and portable applications. It give customer open doors to examine the product launched by companies and do comparison accordingly. Customer has access to products not only within the countries but throughout the world and all these has become possible only through digital marketing. Keywords: Digital Marketing, Satisfaction, Consumer Behaviour

Amity University

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:Today in the 21st century everything is changing the world is transforming into technology. Everything is transforming in digital –education, entertainment health, real estate banking retail sector all is moving toward digitalization .in this year businesses have started to plan their strategy and understanding that the situation of business consequence has been changing endlessly toward the technology. Whether they like or dislike but firms are adapting to the online marketing process. For the business digital marketing are lower cost and boundless profitable encouragement. Digital marketing app is electronic media marketers use it to promote their goods and services into the market. The main purpose of the digital market is to invite the consumer to introduce the brand through media. There is no limit to the digital market. To promote their company, it has a lot of things to promote their goods and services with the smartphone, tablet laptop, digital billboards, and a lot of other social media. This paper is going to view the transforming market towards the digital trend. Keywords: Digital Marketing, Marketing, Marketing Trends, Digitization, Social Media, Internet.

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This paper offers views on some current and future trends in marketing. The content is based on recent literature and on what is happening in the business world. The paper is based on secondary data. The paper is based on extant literature and internet sources. The various articles, researches, reports, newspapers, magazines, various websites and the information on internet have been studied. We experience a radical change in India towards the digitalization. The consumer are looking and searching more on internet to find the best deal form the sellers around India as compared to traditional or conventional methods. In this study, we acknowledged that businesses can really benefit from Digital Marketing such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, e-commerce marketing, campaign marketing, and social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games and are becoming more and more common in our advancing technology. It is demonstrated that we all are connected through whatsapp and facebook and the increasing use of social media is creating new opportunities for digital marketers to attract the customers through digital platform. Awareness of consumer’s motives is important because it provides a deeper understanding of what influences users to create content about a brand or store. Digital marketing is cost effective and having a great commercial impact on the business. Based on this study, it can further be argued that knowing which social media sites a company’s target market utilizes is another key factor in guaranteeing that online marketing will be successful. The effectiveness of Internet marketing with respect to different business can be analyzed. The study can further be extended to compare the internet marketing techniques with specific to various businesses.

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