Usage Of Digital Marketing By Smes A Study On Issues And Challenges Special Reference To UP East

Abstract

In 21st century a significant positive shift towards online shopping by the newlineconsumers has been observed. Consequently, companies are increasing their online newlinepresence. This is challenging for small businesses to showcase their products online and newlineopting for the right marketing strategy to compete. India has become the leading nation newlinewith presence of digital customers and substantial growth of small businesses in recent newlineyears. Adoptions of digital marketing tools can create more opportunities for small and newlinemedium enterprises because these tools are less costly than traditional marketing newlinetechniques. There are very few models studied on factors and issues for adopting digital newlinemarketing at the firm level and even fewer for small businesses. In order to fill this newlineresearch gap, the study has framed three research questions i.e. what are the available newlinedigital marketing tools for SMEs to attract the customers? Is there any relationship newlinebetween drivers of digital marketing and its adoption by SMEs? What are the different newlinechallenges faced by SMEs while using digital marketing tools? newlineUttar Pradesh which is one of the industrial state in India has shown growth in newlinethe number of SMEs exponentially. Uttar Pradesh is ranked 1st among the top five states newlinefor number of SMEs in India. The main objective of the study was to identify the drivers newlineor enablers for adoption of digital marketing by SMEs of Uttar Pradesh. With the newlinepurpose of identifying and creating a digital marketing tool kit for SMEs the study has newlinedone extensive literature review Additionally, the study also aimed to identify newlinechallenges while adopting digital marketing tools by SMEs of Uttar Pradesh. newlineThis research is based on a deductive approach as it involves derivations of newlinehypotheses from literature and tests the existing relationship with the help of a newlinequestionnaire. Notably, the conceptual framework of study is showing the relationship newlinebetween identified drivers and adoption of digital marketing. There are six drivers newlineidentified in the study namely top management pe