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Impact of Digital Marketing Strategies on the Performance of Startups

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Sagar Sahu & Sunita Kshatriya & S. N. Jha, 2024. "Impact of Digital Marketing Strategies on the Performance of Startups," Advances in Economics, Business and Management Research, in: Saurabh Gupta & Himanshu Vaishnaw & Manoj Kumar Mishra (ed.), Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD 2024), pages 223-236, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-612-3_15
    DOI: 10.2991/978-94-6463-612-3_15
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