Influence of Digital Marketing Evolution on Entrepreneurial Ventures

Pinaki Mandal, Alpha Lokhande
Page No. : 414-424

ABSTRACT

This article introspects into the impact of digital marketing on contemporary entrepreneurship and outlines key tasks in business structure formation. The rise of consumer power in the digital era, initially predicted as the Internet emerged and then reinforced by social media, has necessitated a reevaluation of marketing strategies in the digital realm due to shifts in consumer behavior. While existing research predominantly centers on client perspectives, this study adopts a firm-centric approach to elucidate digital marketing, social media utilization, benefits, and barriers. The evolution of Internet applications has empowered firms to innovate communication methods and co-create content with customers, categorizing firms digital marketing involvement based on perceived benefits and usage. Enhancing digital marketing engagement requires marketers to prioritize relationship-based interactions with customers, a trend already exemplified by some firms.


FULL TEXT