Digital Marketing Strategies Used by Novice Entrepreneurs in Promoting their Business - A Study in Bangalore

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Published Dec 30, 2023
https://doi.org/10.35737/sjccmrr/V13/i2/2023/198
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Volume 13, Issue 2, December 2023

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Suraj Sahoo J.
Student of Management and Commerce, PES University
Raghu Y.
Assistant Professor, Faculty of Management and Commerce, PES University

Abstract

This research provides a comprehensive examination of the digital marketing strategies employed by novice entrepreneurs. Based on data collected from 136 novice entrepreneurs through a survey, the study covers aspects including their choice of digital marketing channels, key success measures, strategies, challenges, and future goals. The findings reveal that social media is the most favoured digital marketing channel among novice entrepreneurs, followed by email marketing, SEO, PPC advertising, content marketing, and influencer marketing. Success is assessed through metrics like sales conversions, lead generation, social media engagement, website traffic, email open/click rates, and search engine rankings. Novice entrepreneurs commonly employ data-driven approaches, competitor analysis, experimentation, customer insights, and personal experiences in their digital marketing strategies. They face challenges including lead generation, campaign management, content creation, analysis, staying updated with industry trends, and audience targeting. Their future goals include increased lead and sales generation, higher website traffic, improved brand awareness, enhanced customer engagement, and market expansion. The implications of this research enrich the literature on digital marketing for novice entrepreneurs, highlighting the significance of social media, email marketing, and data-driven approaches in their strategies. The identified challenges provide valuable insights into areas needing improvement, and the future goals emphasize growth priorities. Novice entrepreneurs can use these findings to tailor their digital marketing practices for better business outcomes. While the study has limitations, such as reliance on self-reported survey data, it offers guidance to novice entrepreneurs in channel selection, strategy development, and goal setting for effective digital marketing. This, in turn, can contribute to startup success, fostering economic growth, innovation, and job creation. The originality of this research lies in its focus on specific digital marketing strategies used by novice entrepreneurs, providing a comprehensive view of channel selection, success measures, strategies, challenges, and future goals, all backed by insights from surveyed entrepreneurs, adding practical perspectives to the field.

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How to Cite
J., S. S., & Y., R. (2023). Digital Marketing Strategies Used by Novice Entrepreneurs in Promoting their Business - A Study in Bangalore. SJCC Management Research Review, 13(2), 103–119. https://doi.org/10.35737/sjccmrr/V13/i2/2023/198
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