Asian Journal of Management and Commerce
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P-ISSN: 2708-4515, E-ISSN: 2708-4523

2025, Vol. 6, Issue 1, Part B


Foray of Indian businesses into digital advertising


Author(s): Rajesh K and Cathelina

Abstract: Digital marketing helps marketers sell goods and services through online platforms. They carry out the promotion through different channels and platforms. They assume formats like social media advertising, search engine optimization (SEO), e-mail marketing and display advertising. Marketers leverage mobile applications (Apps) too, courtesy of the rising user numbers of smartphones in the country – the number is a whopping 76 crores almost, going by the latest press reports! In these circumstances, digital marketing is gaining traction in the country. While this is welcome, it poses challenges too, revealing an investigation undertaken by the researcher. Marketers have to adapt to new regulations that are evolving rapidly. Technological innovations arrive now and then, adding to the challenge. The researcher concludes that some businesses do not bother to take the basic precaution – that of examining the likely impact of digital advertising on their bottom line, before taking the plunge. They take it for granted that digital marketing will automatically improve their bottom line. Digital marketing has no doubt helped SMEs, in particular SMEs with inadequate budgets or under-skilled manpower, to establish their presence online. But it's not digital advertising that will turn out of this for all businesses, SMEs or otherwise. It pays to tread with caution. The government of the day and the regulator should chip in with policy support and a light-touch regulatory framework.

DOI: 10.22271/27084515.2025.v6.i1b.448

Pages: 116-123 | Views: 56 | Downloads: 15

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Asian Journal of Management and Commerce
How to cite this article:
Rajesh K, Cathelina. Foray of Indian businesses into digital advertising. Asian J Manage Commerce 2025;6(1):116-123. DOI: 10.22271/27084515.2025.v6.i1b.448
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