E-marketing practices of micro, small and medium sized enterprises: Evidence from India

SINGH, Tejinderpal, Raj KUMAR a Prateek KALIA. E-marketing practices of micro, small and medium sized enterprises: Evidence from India. Online. In Mark Anthony Camilleri. Strategic Corporate Communication in the Digital Age. Bingley, United Kingdom: Emerald Publishing Limited, 2021, s. 197-216. First. ISBN 978-1-80071-265-2. Dostupné z: https://dx.doi.org/10.1108/978-1-80071-264-520211012.

Základní údaje

• Originální název: E-marketing practices of micro, small and medium sized enterprises: Evidence from India
• Autoři: SINGH, Tejinderpal, Raj KUMAR a Prateek KALIA (356 Indie, domácí).
• Vydání: Bingley, United Kingdom, Strategic Corporate Communication in the Digital Age, od s. 197-216, 20 s. First, 2021.
• Nakladatel: Emerald Publishing Limited

Další údaje

• Originální jazyk: angličtina
• Typ výsledku: Kapitola resp. kapitoly v odborné knize
• Obor: 50204 Business and management
• Stát vydavatele: Velká Británie a Severní Irsko
• Utajení: není předmětem státního či obchodního tajemství
• Forma vydání: elektronická verze "online"
• WWW: URL
• Kód RIV: RIV/00216224:14560/21:00120769
• Organizační jednotka: Ekonomicko-správní fakulta
• ISBN: 978-1-80071-265-2
• Doi: http://dx.doi.org/10.1108/978-1-80071-264-520211012
• UT WoS: 000635746300013
• Klíčová slova anglicky: Digital marketing; micro small and medium enterprise; government; policy; budget; India
• Příznaky: Mezinárodní význam, Recenzováno

Anotace

This chapter presents the e-marketing practices followed by the micro, small and medium enterprises (MSMEs) in India. It explored the owner- managers perceptions of MSMEs regarding their average expenditures, budget allocations, management, policy, sources of information, return on investment and their desire for formal training on e-marketing activities in future. Data were collected from 253 MSME owner-managers through an e-questionnaire. The researchers found that the majority of the MSME owner-managers allocate a monthly budget for e-marketing initiatives, and they have increased it over the past few years. However, the total expenditure on e-marketing activities is between 1% and 10% of their total marketing budget. These businesses are partly or fully outsourcing search engine optimization (SEO), display advertising and referral marketing, whereas other e-marketing activities are managed in-house. Generally, these MSMEs are not measuring the success of their digital marketing efforts. If they do it, they are not doing it in a professional manner. MSMEs were found to be slow in posting content and engaging their followers on social media. Surprisingly, two-third of the MSMEs that participated in this study did not show any desire to pursue courses in digital marketing. In conclusion, this study puts forward key implications to practitioners as well as to the government agencies that are involved in the promotion of information technology among MSMEs.