A Study On Digital Marketing Practices of SMEs in India

Abstract

This study explores the digital marketing practices, benefits, and challenges faced by small and medium-sized enterprises (SMEs) in India. Using primary data from 150 respondents, the research highlights that social media marketing, search engine optimization (SEO), and content creation are the most commonly adopted digital marketing practices. SMEs have observed a significant increase in customer base and sales as a result of digital marketing. However, a lack of familiarity with analytics and limited resources pose notable challenges. The findings suggest that while SMEs recognize the value of digital marketing, they often struggle to fully optimize their efforts due to resource constraints. In terms of benefits, improved brand visibility and higher returns on investment are the top advantages identified by the respondents. The ability to target specific customer segments and foster better customer relationships further underscore the effectiveness of digital marketing. On the other hand, keeping up with changing digital trends, lack of expertise, and limited funding remain key challenges for SMEs. This study emphasizes the need for greater support in terms of training, resources, and tools to help SMEs fully leverage digital marketing for long-term business growth.