Performance of Startups through Digital Marketing
Authors: Dsouza Ashlin , Panakaje Niyaz 
Published: April 2023

Purpose: Adoption of self-employment among the youth has introduced a sense of responsibility to stand on the own feet to earn the daily bread for every families. People have come forward to start their own businesses to earn daily income due to which employment opportunities have generated. This study focuses on the granular level study of how startups emerge, causes for the startups to adopt digital marketing to reach a wider section of the society by analysing the past and present thus forecasting the upcoming future. The study involves ABCD analysis as well to dive in depth of various Advantages, Benefits, Challenges and Demerits of digital marketing adoption by startups. Approach: The present study of startups involved with digital marketing to fight against various constraints that challenge them, the semi-systematic study is conducted analysing different secondary sources such as articles, journals and publications on ResearchGate Publication, Google Scholar publication, Srinivas Journal Publication, SSRN, so on to have a macro-view of the present situation. Result: Digital marketing is a motivating factor for people to start their own businesses. There is a larger scope in the current times for still many more people to start their businesses to become entrepreneurs. Just like children aim to become doctors, engineers, pilots and Government officers, in a similar way, people aim of becoming entrepreneurs. Thus, there is a wide scope for institutions to come up with different courses, educational subjects that educate students with different fields, aspects, and subjects of marketing with startups. Practical Implications: The study of performance of startups through digital marketing is a source of base to conduct further analysis for students, researchers, educators, teachers and readers to further conduct similar or other new study on startups and digital marketing topics. This case study holds a complete in-depth understanding of reasons that motivate businessmen to survive in the market in this challenging era. Originality: Based on secondary research, the study has been conducted by referring to various articles, case studies and publications that have been already published with thorough research. Author finds that the referred articles themselves are published after studying different articles by their respective authors after which they have been published. Studying the published articles and case studies acts as a pillar of support for the case study of startups performance through digital marketing. Paper type: Case Study Purpose: Adoption of self-employment among the youth has introduced a sense of responsibility to stand on the own feet to earn the daily bread for every families. People have come forward to start their own businesses to earn daily income due to which employment opportunities have generated. This study focuses on the granular level study of how startups emerge, causes for the startups to adopt digital marketing to reach a wider section of the society by analysing the past and present thus forecasting the upcoming future. The study involves ABCD analysis as well to dive in depth of various Advantages, Benefits, Challenges and Demerits of digital marketing adoption by startups. Approach: The present study of startups involved with digital marketing to fight against various constraints that challenge them, the semi-systematic study is conducted analysing different secondary sources such as articles, journals and publications on ResearchGate Publication, Google Scholar publication, Srinivas Journal Publication, SSRN, so on to have a macro-view of the present situation. Result: Digital marketing is a motivating factor for people to start their own businesses. There is a larger scope in the current times for still many more people to start their businesses to become entrepreneurs. Just like children aim to become doctors, engineers, pilots and Government officers, in a similar way, people aim of becoming entrepreneurs. Thus, there is a wide scope for institutions to come up with different courses, educational subjects that educate students with different fields, aspects, and subjects of marketing with startups. Practical Implications: The study of performance of startups through digital marketing is a source of base to conduct further analysis for students, researchers, educators, teachers and readers to further conduct similar or other new study on startups and digital marketing topics. This case study holds a complete in-depth understanding of reasons that motivate businessmen to survive in the market in this challenging era. Originality: Based on secondary research, the study has been conducted by referring to various articles, case studies and publications that have been already published with thorough research. Author finds that the referred articles themselves are published after studying different articles by their respective authors after which they have been published. Studying the published articles and case studies acts as a pillar of support for the case study of startups performance through digital marketing. Paper type: Case Study