A Study on Implementation and Effect of Digital Marketing in a Small Retail Business with Special Reference Coimbatore City
Dr.P.Ramachandran1, Mr.T.Elavarasan2
1Assistant Professor, Department of Commerce, Sankara College of Science and Commerce, Coimbatore-641 035
2II-M.Com, Student, Department of Commerce, Sankara College of Science and Commerce, Coimbatore-641 035
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Abstract - In today’s dynamic business environment, digital marketing has emerged as a powerful tool for small retail businesses to reach a wider audience and enhance customer engagement. This study explores the implementation strategies and the effects of digital marketing practices on small retail businesses in Coimbatore City. Primary data was collected through surveys and interviews with small retail business owners and managers. The findings reveal that while many small retailers have adopted digital marketing tools such as social media platforms, email marketing, and search engine optimization, the extent and sophistication of usage vary widely. Businesses that actively engaged in digital marketing reported improved brand visibility, customer loyalty, and sales performance. However, challenges such as lack of technical knowledge, budget constraints, and measuring return on investment (ROI) were also identified. The study concludes that effective implementation of digital marketing strategies can significantly enhance the competitiveness of small retail businesses in urban markets like Coimbatore, provided adequate training and support mechanisms are in place.
Key Words: Digital Marketing, Small Retail Business, Return on Investment, Brand Visibility, Customer Engagement, Sales Performance, Marketing Challenges
