Role of Digital Marketing for Small and Medium Enterprise in India

- Abhishek Kumar Mandal, Student, Faculty of Management, GLS University, Ahmedabad

- Jasmin Padiya, Associate Professor, Faculty of Management, GLS University, Ahmedabad

Abstract:

It is important to be clear about our understanding of the definition of ‘digital marketing’. The Digital Marketing Institute (DMI) refers to digital marketing as “The use of digital technologies to create an integrated, targeted and measurable communication which helps to acquire and retain customers while building deeper relationships with them” (Smith, 2007) Simply Digital Marketing (2012) defines the term as a sub branch of traditional Marketing and uses modern digital channels for the placement of products e.g. downloadable music, and primarily for communicating with stakeholders e.g. customers and investors about brand, products and business progress”. Throughout the world, Small and Medium Enterprises (SMEs) play a crucial role in addressing the impediments of poverty, inequality and job creation in rural areas. They are an important source of employment, particularly for women, low skill workers and the youth. The term ‘digital marketing skills’ is used in this research paper refers to the knowledge and awareness of digital marketing and its applications in the creative industries. The research addresses this gap, and contributes to the limited literature which examines digital marketing skills gaps in the communication industry. The paper reviews current literature addressing skills gaps across industry and academia, focusing upon digital marketing skills. The methodological approach is then discussed, followed by the  main findings of in-depth interviews and a focus group.

Keywords:

Digital Marketing, SME, India

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