A Pilot Study on the Impact of Digital Marketing Strategies on Start-up Growth and Customer Behaviour

The increasing penetration of digital technologies has transformed the marketing landscape, particularly for start-ups seeking rapid growth and market visibility. This pilot study investigates the impact of digital marketing strategies on start-up growth and customer buying behavior. The study focuses on understanding how tools such as social media marketing, search engine optimization, and online advertising influence brand awareness, customer engagement, and purchase decisions. Primary data was collected from 30 respondents, including start-up representatives and customers, using a structured questionnaire. The study applies descriptive statistics and a t-test to examine the relationship between digital marketing and customer behavior. The findings reveal that digital marketing significantly enhances brand visibility and positively influences consumer purchasing decisions. However, challenges such as lack of expertise, financial constraints, and difficulty in measuring return on investment persist. The results of this pilot study provide valuable insights for start-ups to optimize their digital strategies and improve customer engagement. Furthermore, the study highlights the need for capacity building and strategic planning in digital marketing adoption, offering a foundation for future large-scale research in this domain.