A Study on Digital Marketing Adoption Among MSMES in Western Uttar Pradesh

Abstract

We are now working in Forth Industrial Revolution which is characterized by Internet Revolution 4.0 where not only business process but even manufacturing become digital. Countries are becoming that techno savvy that even day-to-day chores are done with the help of latest technologies like Artificial Intelligence, Cognitive computing and Internet of Things etc. As stated in a report at dataportal.com- Digital 2019: Global Digital Overview, worldwide internet users are 4.39 billion, which state that customer is spending their time digitally. It is evident that big companies are on the path of success through successfully utilizing the Digital Marketing and creating their digital profile. Like anyone can check their website, contact them through e-mail, buy their product or services through e-commerce platform, their website are mobile friendly also, visit their Facebook page, get tweet about them, get connected to their LinkedIn presence, and watch their number of videos on YouTube. Eventually all this had been done to increase the business opportunities. Now we need to realize that can MSMEs afford not to do business digitally. Definitely the answer is no. In this era of internet revolution if a company wants to capture customer, they must show their presence digitally and offer things which digital customer needs. Small enterprises or MSMEs cannot ignore the wave of digital system and thus have to utilize digital marketing. The current research will look into the fact that to what extent the digital marketing is utilized by MSMEs. What kind of tools and techniques are needed by MSMEs to fully utilize digital marketing to have success in business as the big companies are having. To investigate all these questions primary data through questionnaire and various secondary data had been collected. Data is analyzed through tools like Correlation, Regression, Factor Analysis and System Dynamics (Causal Loop). Along with different generic and specific recommendation, a Strategic Business model is developed to exploit the Digital Marketing for MSMEs. Implication for Customers, Government, and other businessman, stakeholders of business system, female entrepreneurs and society as a whole are also added. newline