Digital Marketing Strategies On Brand Awareness In Smes Of Tamil Nadu: A Statistical Analysis

Abstract

This research explores the role of digital marketing on brand awareness with special reference to SMEs in Tamil Nadu. Given the current trends on the use of the internet and social media, branding of SMEs has emerged as a double-edged sword. This research focuses on four key strategies: Social media marketing, email marketing, content marketing and search engine marketing. The study employed survey research technique using closed ended questionnaires administered on a cross-sectional sample of SMEs. To analyse the associations between the strategies and brand awareness, path analysis was conducted as the statistical method. Findings suggest that all the digital marketing initiatives help improve brand recall, although social media marketing has the strongest impact. The findings of this study thus have significant implications on the best strategies by which SMEs can successfully market their brands in light of growing competition. In this light, this research seeks to respond to the knowledge gap that exists in the evaluation of the effectiveness of digital marketing within the context of Tamil Nadu SMEs.