STRATEGIC ADVANTAGES OF ENAGING DIGITAL MEDIA OVER CONVENTIONAL MEDIA FOR INDIAN SMEs

Abstract

With the use of digital media, businesses can instantaneously access audiences across the world through platforms like social media, search engines, and online marketplaces. Small firms may compete on a global scale without having to make large financial investments. With exact budget management, digital campaigns are less expensive than conventional media (such as print and television). Businesses may effectively target particular demographics with tools like email marketing and social media advertisements, increasing return on investment.

In order to gather the ground zero realities, it was crucial that research be done in relation to Digital India Media Initiatives and market advantages from the perspective of marketers especially the small medium enterprises in India specific city in the state of Maharashtra, India has been chosen for the research work. In order to promote products and brands especially for the entrepreneurial level and small medium enterprises in India, this study examines the function of Digital India Media Initiatives and strategic advantage of engaging the digital media platform over conventional media communication. The study also examines how well Digital India Media especially the social media initiatives work to advance SME marketers in India was enthralling, and the researcher ultimately determined the potential and advantages facing these initiatives.