A STUDY ON IMPLEMENTATION AND EFFECT OF DIGITAL MARKETING IN A SMALL RETAIL BUSINESS

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

Digital marketing has become a crucial strategy for small retail businesses aiming to improve competitiveness and achieve sustainable growth. This study examines the implementation and effects of digital marketing strategies in a small retail business, with particular focus on tools such as social media marketing, search engine optimization (SEO), email marketing, and paid advertising platforms including Facebook, Instagram, and Google Ads. The objective of the study is to analyze how digital marketing strategies are adopted and integrated into business operations and to evaluate their impact on customer reach, brand awareness, customer engagement, and sales performance. A descriptive research design was employed, and data were collected through interviews with the business owner, customer surveys, and analysis of sales records before and after digital marketing implementation.

References

1. Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708.
2. Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651.
3. Bala, M., & Verma, D. (2018). A critical review of digital marketing. International Journal of Management, IT & Engineering, 8(10), 321–339.
4. Kingsnorth, S. (2019). Digital Marketing Strategy: An Integrated Approach to Online Marketing (2nd ed.). Kogan Page

Keywords

Digital Marketing, Small Retail Business, Social Media Marketing, Customer Engagement, Sales Performance, Online Advertising, Business Growth, SEO.