The Role of Digital Marketing in Startup Growth
Keywords:
Digital Marketing, Startup Growth, Social Media Marketing, SEO, Customer AcquisitionAbstract
Digital marketing has transformed how startups enter, compete, and grow in modern business environments. This paper reviews existing literature and empirical studies to analyze how digital marketing strategies — including social media, search engine optimisation (SEO), content marketing, and data-driven marketing — influence key performance metrics for startups (brand awareness, customer acquisition, revenue growth, scalability). The findings suggest a strong positive relationship between digital marketing adoption and startup growth, though adoption depends on factors like internal capabilities, technology orientation, and market environment. The paper concludes with recommendations for startup founders and suggestions for future research.
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