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Information Resources Management Association
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Digital Marketing in a New Age Economy

Digital Marketing in a New Age Economy
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Author(s): Indira Ananth (Loyola Institute of Business Administration, India) and Madhava Priya Dananjayan (Loyola Institute of Business Administration, India)
Copyright: 2019
Pages: 20
Source title: Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy
Source Author(s)/Editor(s): Luísa Cagica Carvalho (Universidade Aberta, Portugal & Universidade de Évora, Portugal) and Pedro Isaías (University of Queensland, Australia)
DOI: 10.4018/978-1-5225-6307-5.ch015


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Digital marketing has developed enormously over the past few years. India saw a 100% rise in social media users last year according to IAMAI. India's e-commerce market went up to USD 38 billion in 2016. India's e-commerce revenue is expected to jump from $30 billion in 2016 to $120 billion in 2020, growing at an annual rate of 51%, the highest in the world. The chapter seeks to understand how firms working in the digital marketing space are using the various tools to help build businesses in a competitive business environment. The chapter looks at the B2B space, focusing on digital marketing firms started between 2007 and 2009 in India. The data has been collated from internet sources, namely and company websites. Results showed that, especially after 2016, all these digital companies are growing in a high phase with acquisition of more clients. They are able to retain them by providing good services at affordable costs which can be seen in the expanding client base. This shows that digitalization can help companies grow.

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