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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM64688
Volume:
10 |
6 |
Jun 2026
Pages:
1-7
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Commerce
The Standard Fireworks Rajaratnam College For Women, Sivakasi
Digital marketing has emerged as a transformative business strategy for small enterprises seeking competitive advantage, customer engagement, and sustainable growth. This research paper examines the role of digital marketing techniques in small business management and evaluates their impact on customer reach, sales performance, and business efficiency. The study is based on primary data collected from 120 small business owners through a structured questionnaire. Statistical tools such as percentage analysis, mean score analysis, correlation analysis, and chi-square analysis were used for data interpretation. The findings reveal that social media marketing, search engine optimization (SEO), email marketing, and online advertising significantly contribute to customer acquisition and revenue growth in small businesses. The study also identifies major challenges such as lack of digital skills, budget constraints, and technological barriers. The paper concludes with recommendations for improving digital marketing adoption among small enterprises.
KEYWORDS
Digital marketing has become an essential tool for small business management in the modern business environment. The study reveals that digital marketing techniques significantly improve customer engagement, brand awareness, and sales performance. Social media platforms, SEO, and email marketing provide cost-effective opportunities for business growth. Despite these benefits, small businesses continue to face challenges such as limited technical knowledge, budget constraints, and cyber security risks. Proper training, technological support, and strategic planning can help businesses maximize the benefits of digital marketing. The future of small business management depends heavily on digital transformation. Businesses that effectively adopt digital marketing strategies will gain competitive advantage, enhance customer satisfaction, and achieve long-term sustainability.
v Ahmad, K., & Pandey, N. (2024). A Mixed Methods Study to Uncover the Adoption Potential of Digital Marketing in Indian SMEs. Asian Journal of Economics Business and Accounting. v Verma, A. (2024). The Impact of Digital Marketing Adoption on Firm Performance: A Case Study of Small and Medium Enterprises in India. International Journal of Strategic Marketing Practice. v Singh, T., Kumar, R., & Kalia, P. (2021). E-marketing Practices of Micro-, Small-and Medium-sized Enterprises: Evidence from India. Emerald Publishing. v Sinha, M., & Fukey, L. (2021). Factors Affecting Digital Visibility of Small and Medium Enterprises in India. v Keshari, P. (2021). Innovative Marketing Strategies for Small and Medium Enterprises of Western Madhya Pradesh. v Kotler, P., & Keller, K. L. (2018). Marketing Management. Pearson Education. v Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. Pearson. v Ryan, D. (2016). Understanding Digital Marketing. Kogan Page Publishers. v Strauss, J., & Frost, R. (2017). E-Marketing. Pearson Education. v Ministry of MSME, Government of India Reports on Digital Business Development.
Publication Date
6/11/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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