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Emerging Startups in the Evolving Industry Landscape by Empowering Entrepreneur Growth: An Agile Marketing Practice
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Author(s): V. Krishnamoorthy (Department of Management Studies, Kongu Engineering College, Erode, India), Saurabh Chandra (School of Law, Bennett University, Greater Noida, India), S. Rajesha (Vidya Sanskaar Institute of Science Commerce and Management, Bengaluru, India), Somnath Bhattacharjee (Department of Management Studies, Erode Sengunthar Engineering College, Perundurai, India), G. Murugan (Department of Chemistry, St. Joseph's College of Engineering, Chennai, India)and Boopathi Sampath (Muthayammal Engineering College, India)
Copyright: 2025
Pages: 30
Source title:
Digital Transformation Initiatives for Agile Marketing
Source Author(s)/Editor(s): Sérgio Maravilhas (Federal University of Bahia, Brazil)and Rodrigo Ladeira (Federal University of Bahia, Brazil)
DOI: 10.4018/979-8-3693-4466-8.ch017
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Abstract
This chapter describes the dynamic marketing trends that shape the ever-growing nature of emerging startups in today's fast-evolving industrial landscape. While competition is growing, it has been witnessed that startups are trying to be one step ahead with novel approaches in marketing. Some of those key trends include personalized marketing, where AI-powered data analytics allow startups to deliver targeted campaigns at scale and drive deeper customer relationships. It also creates strong brand identities for startups through content marketing and storytelling, allowing them to connect with their target audience more effectively. Digital platforms and social media also offer a lot of opportunities for startups to take advantage of global reach with minimum investment, therefore leveling the field of competition against larger competitors. The importance of agile marketing practices, the rise of interest in influencer partnerships, and making better use of data-driven decision-making are discussed in greater detail in this chapter as ways for optimum marketing.
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