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

SINGH, Tejinderpal; Raj KUMAR and 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, p. 197-216. First. ISBN 978-1-80071-265-2. Available from: https://dx.doi.org/10.1108/978-1-80071-264-520211012.

Basic information

Original name

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

Authors

SINGH, Tejinderpal; Raj KUMAR and Prateek KALIA (356 India, belonging to the institution)

Edition

Bingley, United Kingdom, Strategic Corporate Communication in the Digital Age, p. 197-216, 20 pp. First, 2021

Publisher

Emerald Publishing Limited

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Other information

Language

English

Type of outcome

Chapter(s) of a specialized book

Field of Study

50204 Business and management

Country of publisher

United Kingdom of Great Britain and Northern Ireland

Confidentiality degree

is not subject to a state or trade secret

Publication form

electronic version available online

References:

URL

RIV identification code

RIV/00216224:14560/21:00120769

Organization unit

Faculty of Economics and Administration

ISBN

978-1-80071-265-2

DOI

http://dx.doi.org/10.1108/978-1-80071-264-520211012

UT WoS

000635746300013

EID Scopus

2-s2.0-85121048060

Keywords in English

Digital marketing; micro small and medium enterprise; government; policy; budget; India

Tags

International impact, Reviewed

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Abstract

In the original language

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.