Impact of Digital Marketing Strategies on the Performance of Startups

Sagar Sahu (), Sunita Kshatriya and S. N. Jha
Additional contact information
Sagar Sahu: Government V.Y.T PG Autonomous College, Faculty of Commerce
Sunita Kshatriya: St. Thomas College, Faculty of Commerce
S. N. Jha: Government V.Y.T PG Autonomous College, Faculty of Commerce

A chapter in Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD 2024), 2024, pp 223-236 from Springer

Abstract: Abstract Digital marketing has revolutionized startup growth by offering low-cost and high-impact techniques. The aim of this study is to explore how the performance of startups in the Durg and Raipur districts of Chhattisgarh is affected by the effect of five essential digital marketing channels: social media, search engine optimisation (SEO), email marketing, content marketing, and influencer marketing. The results, which were obtained via the use of primary data and ordinal regression analysis, indicate that social media and search engine optimisation are the most potent drivers of market share and profit margin. According to the findings, new businesses have the potential to dramatically accelerate their development by giving priority to these channels. This would make smart marketing decisions more crucial than increasing their expenditures or changing the frequency of their campaigns. These realisations provide startup owners with a straightforward road map that will enable them to maximise the potential of digital marketing and achieve success.

Keywords: Digital Marketing Strategies; Startups; Profit margin; Market share (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-612-3_15

Ordering information: This item can be ordered from
http://www.springer.com/9789464636123

DOI: 10.2991/978-94-6463-612-3_15

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().