Digital Marketing The tool of success for the small entrepreneur in India and their transition to online platforms during the covid-19 period
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | Digital marketing entrepreneurship koronavírus-járvány (COVID-19) marketing social entrepreneurship |
| Online Access: | http://dolgozattar.uni-bge.hu/41498 |
| Kivonat: | This thesis aims to show by conducting research how the entrepreneurs of India used digital marking and its tools to create online market space for themselves during the covid-19 era to sell their products and services. Also, it will focus on the transition from offline to online marketing and its challenges. Will also investigate in detail the digital marketing tools and techniques used by them. The research will be done through an online survey and in-depth interview, that will be qualitative in nature. As covid19 hit us all offices, schools, and public places were closed. Countries went into complete lockdown. The massive businesses and corporates survived as they already had a giant digital presence online. As they were already using digital marketing tools to market their products and services. Philips Kotler invented Digital Marketing in 1990. It is also called Online Marketing. Digital Marketing could be a wide platform bringing together all sorts of marketing that work through electronic devices online, on mobile, and on-screen. The hardest hit by the covid19 pandemic were the small and emerging entrepreneurs, who were still following the traditional ways of doing business via offline modes through shops, offices, or stores and using traditional marketing ways to sell their products offline through stores and shops. Covid19 came and such businesses either shut down or went bankrupt. Only those survived who made their transition to online platforms and services, for example, restaurants started delivering food online, Yoga instructors started teaching online, Hairstylists started their online channels to teach people how to cut their hair at home, Chef whose roadside kitchens were closed started to give cooking tips in his online channel, artists made their webshop or started selling their products on Amazon, etc. Such businesses and entrepreneurs used digital marketing to boost their businesses through online ads and customer engagement through social media. Many went on to make huge money and wrote success stories during this lockdown phase and the pandemic. |
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