Digital marketing adoption changes the business performance dynamics of SMEs in India: A research scope
In the present business scenario, digital marketing practice has changed the perception and behavior of customers towards product purchase. The customers tend to engage in analyzing products which are promoted online and make purchase decisions based on available online information. Companies’ hire experts on digital marketing to help business houses to make their presence feel in the global market and reach consumers globally. The implementation of digital marketing in small and medium-sized enterprises (SMEs) has also helped these small organizations to promote their products and services to the targeted audience and build their digital reputation. In India, SMEs contribute to national revenue and generate large job opportunities, but to reach larger consumer section has remained challenging for these small businesses. The digital explosion in India has increased the prospective use of digital marketing; however, the Indian SMEs have not yet fully utilized the potential of this tool. This study focuses on the adoption of digital marketing and its prospective impact on business performance of Indian SMEs. This review concludes with hindrance in the path of digital marketing and suggestion to promote digital marketing in Indian SMEs.
Keywords: Small and Medium Enterprises, SMEs, Digital marketing, Internet, Business performance, Employment, Brand awareness.