IMPACT OF DIGITAL MARKETING ON BUSINESS PERFORMANCE OF MANUFACTURING SMES IN DELHI-NCR
The main aim of this study was to study the impact of digital marketing practices on the business performance of manufacturing SMEs from Delhi-NCR. To conduct this study, a descriptive and quantitative research design was employed. A total of 368 participants working in manufacturing SMEs were selected. Quantitative data on the perceived benefits and challenges of digital marketing, usage of digital marketing and business performance of SMEs was collected using a set of questionnaires. Collected data was statistically analysed using SPSS v24.0. The study found that the usage of digital marketing was influenced by perceived benefits and challenges of digital marketing. In addition, usage of digital marketing had a significant influence on the business performance of SMEs and this relationship was moderated by the level of adoption of digital marketing and support tools used for digital marketing. It was found that use of digital marketing strategies such as affiliate marketing, use of videos and blogs improved the sales and profit of SMEs. The study recommends improving awareness on digital marketing and consultation with digital marketing experts to facilitate easy implementation of digital marketing in SMEs. Further studies should include study on a larger scale and on specific SMEs from other parts of India.
Adoption, business performance, digital marketing, India, SMEs