The increasing use of digital marketing platforms has changed how businesses interact with customers, particularly for Small and Medium-Sized Enterprises (SMEs). In developing countries like India, SMEs are increasingly adopting digital tools such as social media platforms, websites, and online communication channels to improve visibility and sales. However, despite widespread adoption, there is limited empirical evidence on whether digital marketing directly contributes to revenue generation for SMEs. This exploratory study examines the relationship between selected digital marketing indicators and revenue generation among SMEs in India. Primary data were collected from 30 online SMEs using a structured data sheet. Correlation analysis was used to examine relationships between revenue and variables such as number of digital marketing platforms used, challenges faced by businesses, time of operation, and initial capital invested. The findings show that the number of digital marketing platforms used has no meaningful relationship with revenue generation. Challenges faced by SMEs were also not directly associated with revenue outcomes. However, initial capital and time of operation showed weak to moderate positive relationships with revenue. The study highlights that digital marketing effectiveness cannot be evaluated merely by platform count and emphasizes the importance of financial capacity and business maturity. Given its exploratory nature and small sample size, the findings provide preliminary insights and suggest directions for future research.
Rasha Mariyam (Wed,) studied this question.