A STUDY ON EFFECTIVENESS OF DIGITAL MARKETING IN TODAY’S SCENARIO OF SMALL-SCALE INDUSTRY

Digital Marketing is the term used for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach the viewers, turn them into customers, and retain them. Digital marketing achieves targets of marketing a business through different online channels. When small-scale industries get started, their focus is often on how to get the first customers through the door. The digital world has changed everything. In the modern era of technology, people are inclined towards digitalization. The Internet is an essential part of our daily lives because it’s the easiest mode to seek information and 60% of users use it for communication, entertainment, and research. This study was carried out to find out the factors that affects effectiveness of digital marketing in small-scale industries. Using a structured questionnaire primary data was collected from 120 respondents. The impact on digital marketing strategy in small-scale industries are analyzed.