Digital Marketing Strategies for Small Businesses

Komal Kanojia; Tanuja Rathore

doi:10.69968/ijisem.2025v4i138-45

Authors

Komal Kanojia Assistant professor, Faculty of commerce and management
Tanuja Rathore Faculty of commerce and management

DOI:

https://doi.org/10.69968/ijisem.2025v4i138-45

Keywords:

Digital marketing strategy, Small and medium enterprises (SME), Small business, Digital transformation, Customer relationships, E-commerce

Abstract

Digitalization has transformed business operations, prompting startups to develop innovative services that help customers enhance their businesses. However, the rise of technology and customer awareness necessitates that firms understand customer expectations before creating value. This study highlights the pivotal role of digital marketing in driving small business effectiveness and digital transformation, leading to stronger economic outcomes and expanded market presence. Engaging customers on digital channels enables businesses to understand preferences, create better experiences, and adopt smarter selling practices. Digital marketing is recognized as an effective tool for acquiring, sustaining, and building customer relationships, with platforms such as websites, industry-specific outlets, and forums being particularly beneficial for startups. The study concludes that dynamic environmental factors do not moderate the relationship between digital marketing strategies and small business performance, underscoring the importance of strategic utilization by entrepreneurs to achieve growth and success.

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