Digital Marketing in a New Age Economy

Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy Pub Date : 1900-01-01 DOI:10.4018/978-1-5225-6307-5.CH015

Indira Ananth, Madhava Priya Dananjayan

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Abstract

Digital marketing has developed enormously over the past few years. India saw a 100% rise in social media users last year according to IAMAI. India's e-commerce market went up to USD 38 billion in 2016. India's e-commerce revenue is expected to jump from $30 billion in 2016 to $120 billion in 2020, growing at an annual rate of 51%, the highest in the world. The chapter seeks to understand how firms working in the digital marketing space are using the various tools to help build businesses in a competitive business environment. The chapter looks at the B2B space, focusing on digital marketing firms started between 2007 and 2009 in India. The data has been collated from internet sources, namely https://www.topseos.com/ and company websites. Results showed that, especially after 2016, all these digital companies are growing in a high phase with acquisition of more clients. They are able to retain them by providing good services at affordable costs which can be seen in the expanding client base. This shows that digitalization can help companies grow.

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新时代经济中的数字营销

在过去几年里，数字营销得到了极大的发展。根据 IAMAI 的数据，去年印度的社交媒体用户增长了 100%。2016 年，印度的电子商务市场规模达到 380 亿美元。印度的电子商务收入预计将从 2016 年的 300 亿美元跃升至 2020 年的 1200 亿美元，年增长率为 51%，居世界首位。本章旨在了解数字营销领域的企业如何在竞争激烈的商业环境中利用各种工具帮助建立业务。本章着眼于 B2B 领域，重点关注 2007 年至 2009 年间在印度成立的数字营销公司。数据来自互联网，即 https://www.topseos.com/ 和公司网站。结果显示，尤其是在 2016 年之后，所有这些数字公司都在高速增长，获得了更多客户。它们能够通过提供物美价廉的服务留住客户，这一点从不断扩大的客户群中可见一斑。这表明，数字化能够帮助企业实现增长。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy

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