Digital Marketing and Its Effect on Startups

Abstract

Most small businesses such as startups have considerable internal limitations such as lack of access to financial capital and lack of both quality and quantity of human resources. They cannot adopt any technology before evaluating its effect on their business plan. While digital marketing has become a go-to technique for marketers to gain a competitive advantage in the 21^st century, it’s success rate with startups has been limited. The main purpose of this study is to assess the digital marketing practices by startups and how they are using digital marketing to create brand awareness, increase consumer loyalty, and deepen customer connections. The research methodology adopted was a qualitative analysis on three selected startup businesses in India using in-depth interviews. This study provides several managerial implications for startup businesses to utilise digital marketing techniques towards achieving their marketing objectives. It will also serve as the basis for future research on the topic.