Impact of Digital Marketing Strategies on the Performance of Startups
- DOI
- 10.2991/978-94-6463-612-3_15How to use a DOI?
- Keywords
- Digital Marketing Strategies; Startups; Profit margin; Market share
- 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.
- Copyright
- © 2024 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Sagar Sahu AU - Sunita Kshatriya AU - S. N. Jha PY - 2024 DA - 2024/12/31 TI - Impact of Digital Marketing Strategies on the Performance of Startups BT - Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD-2024) PB - Atlantis Press SP - 223 EP - 236 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-612-3_15 DO - 10.2991/978-94-6463-612-3_15 ID - Sahu2024 ER -