Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD-2024)

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Impact of Digital Marketing Strategies on the Performance of Startups

Authors
Sagar Sahu1, *, Sunita Kshatriya2, S. N. Jha1
1Faculty of Commerce, Government V.Y.T PG Autonomous College, Durg, Chhattisgarh, India
2Faculty of Commerce, St. Thomas College, Bhilai, Chhattisgarh, India
*Corresponding author. Email: sagartrickz5@gmail.com
Corresponding Author
Sagar Sahu
Available Online 31 December 2024.
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.

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Volume Title
Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD-2024)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2024
ISBN
978-94-6463-612-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-612-3_15How to use a DOI?
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

risenwbib
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  -