A Mixed Methods Study to Uncover the Adoption Potential of Digital Marketing in Indian SMEs

The purpose of this study is to examine the current level of digital marketing adoption among SMEs in India. It aims to assess the extent of adoption, identify challenges hindering adoption, and explore the perceived benefits of digital marketing. The study utilizes a mixed-method approach to provide comprehensive insights into the adoption of digital marketing strategies by SMEs. Data collection was conducted from SMEs operating in various industries. The study analyzes survey responses and conducts focus group discussions to explore the extent of digital marketing adoption, challenges faced by SMEs, and perceived benefits. The findings indicate that SMEs in India have informative websites but limited adoption of digital marketing tools and strategies. The focus group discussions highlight challenges related to training, security, and legal practices that hinder digital marketing adoption. Despite the challenges, SMEs recognize the advantages of digital marketing, including cost reduction, time savings, market expansion, and quick product launches. The study focuses on SMEs in India, which may limit the generalizability of the findings to other regions. The research is based on self-reported data, which may be subject to response biases. Future research could explore the effectiveness of specific digital marketing strategies and interventions to overcome adoption barriers. This research contributes to the existing knowledge by providing insights into the adoption of digital marketing among SMEs in India. The study offers recommendations for future research and practical implications for enhancing digital marketing capabilities among SMEs, addressing a gap in the literature.