Effects of E-Marketing on Growth of Businesses: Evidence from Pakistani Markets
Purpose: The purpose of this study is to compare and contrast the various marketing strategies that are at
the disposal of growing business and to what extent, e-marketing drives cost-effective business growth.
Considering this is a cost effective, fast and flexible way to reach an audience of global Diasporas.
Design/approach: Thus, the study evaluates through the present marketing scenarios of Small to Medium
Size Enterprises (SMEs) in Pakistan, whether use of e-marketing bring substantial business gains. The
marketing scenario is evaluated through a comprehensive, qualitative and quantitative survey based
Findings: This study concludes with these remarks that E-marketing is indeed cost effective and helps in
propelling business growth. It is also concluded that web marketing and social media marketing are the
most efficient formats of E-Marketing in developing businesses.
Originality of wok: With the uncontested growth of technology and an increasingly globalised world, the
internet plays a paramount role in all the major areas of our lives and industries. With-in few clicks,
consumers can explore ample information which will help in conceptualizing tasks in nanoseconds and
realizing this power of internet, marketing is not far behind to use it as a driving channel to reach the global