literature review on internet marketing

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Journal of Indian Business Research

ISSN : 1755-4195

Article publication date: 20 February 2023

Issue publication date: 3 March 2023

This study aims to analyze the available literature on the use of digital marketing and its impact on small- and medium-sized enterprises (SMEs). This study identifies the use of digital marketing practices and its impact on SMEs.

Design/methodology/approach

A systematic literature review has been conducted on digital marketing, and its implementation in SMEs. The impact of digital marketing on SMEs performance is observed over the past 12 years through the resources which are undertaken for the study, namely, Science Direct, Scopus, Springer, IEEE Explorer, ACM Digital Library, Engineering Village, ISI Web of Knowledge database is used to search the research publications on the selected topic.

Although some SME firms use digital marketing, their impact is not similar where we can recommend a fixed strategy for applying digital marketing. This review provides an insight into how digital marketing has evolved over the period of time and how SMEs are adopting it for their sustenance.

Practical implications

This study will give theoretical analysis of various benefits received by SMEs because of digital marketing in the different capacities helping organizations to uplift their productivity. Mind mapping will give the idea of impact of SMEs on their various performances in rural as well as in the urban areas. This study will give further scope for digital marketers to approach those industries specifically at rural parts of the nation for bringing change into their marketing operations and also for increasing turnover by the use of digital marketing.

Originality/value

Research on the use of digital marketing by SMEs firms is still at the embryonic stage in India. This study is a pioneering effort to review the use of digital marketing in SMEs and identify research priorities for scholars and practitioners.

• Literature review
• Digital marketing
• Small and medium enterprises
• Impact on SMEs

Jadhav, G.G. , Gaikwad, S.V. and Bapat, D. (2023), "A systematic literature review: digital marketing and its impact on SMEs", Journal of Indian Business Research , Vol. 15 No. 1, pp. 76-91. https://doi.org/10.1108/JIBR-05-2022-0129

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Internet Marketing-Literature Review

The role of internet in marketing has been a topic of discussion in recent literature. Marketers have evolved from using internet as a communication tool to realizing its true potential and utilizing it for Internet marketing. The definition of Internet marketing varies in different sources, ranging from achieving marketing objectives through electronic communication technology to the strategic process of creating, distributing, promoting, and pricing goods and services through digital tools. E-marketing is often confused with online marketing, which is limited to the use of internet technology to attain marketing objectives. E-marketing, on the other hand, involves the use of electronic communication tools like internet, interactive TV, and mobile phones to achieve marketing objectives.

In today’s digital era, having a web presence is crucial for any forward-thinking business. While some may see a website as a mere necessity, others understand it as an essential component for conducting company activities. The internet’s significance has been extensively discussed in recent marketing literature. Marketers have debated its role in marketing and initially saw it mainly as a communication tool. However, over time they realized its immense potential, leading to the evolution of Internet marketing.

Smith and Chaffey (2005) provide a concise definition of Internet marketing as “Achieving marketing objectives through the use of electronic communication technology”. Hoge (1993) states that Internet marketing involves the transfer of goods or services from seller to buyer using electronic methods or media. This type of marketing originated in the nineteenth century with the use of telegraphs and has evolved with advancements in technology, such as the telephone, radio, television, and cable. Today, electronic media is the primary force driving marketing strategies.

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Hoge’s (1993) concept of Internet marketing is straightforward, yet it lacks sufficient emphasis on the crucial element of customer relationships. As stated by Strauss and Ansary (2006) in their recent publication, Internet marketing entails not only utilizing information technology for selling products or offering services, but also for generating, communicating, and delivering value to customers. Furthermore, it involves effectively managing customer relationships to benefit both the organization and its stakeholders. This clarification underscores that e-marketing encompasses more than solely employing IT for sales or services.

e-Marketing is a strategic approach that utilizes information technology tools to achieve brand value and customer satisfaction. According to an article from marketconscious.com in 2006, including a website URL in marketing efforts is essential for e-marketing, even when using traditional methods like magazine or radio advertisements ( www.marketconscious.com/dict2.tm , 2006). However, the debate over whether the internet exclusively serves as the medium for e-marketing exists. A more comprehensive definition can be found on an educational website that explains how e-marketing involves shifting marketing strategies and activities to a computerized, networked environment such as the Internet.

E-marketing, also known as electronic marketing, utilizes electronic communication tools to generate, disseminate, promote, and determine the cost of products and services for a specific market. This approach encompasses technologies such as the internet, interactive TV, and mobile phones. It is crucial not to mistake e-marketing for online or internet marketing that solely concentrates on accomplishing marketing objectives through internet technology.

According to Dave Chaffey (2002), E-marketing is defined as the utilization of digital technologies, including online channels such as the Web, e-mail, databases, as well as mobile/wireless and digital TV, in order to enhance marketing activities. These activities are aimed at achieving profitable customer acquisition and retention within a multi-channel buying process and customer lifecycle. This is accomplished by improving our understanding of customers through their profiles, behavior, value, and loyalty drivers. Subsequently, integrated targeted communications and online services are delivered to cater to their individual needs (http://www.wnim.com/archive/issue2904/emarketing.htm, 2006).

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