ADOPTION AND EFFECTIVENESS OF DIGITAL MARKETING STRATEGIES AMONG SMALL AND MEDIUM ENTERPRISES: EVIDENCE FROM JODHPUR DISTRICT, RAJASTHAN

This study investigates the adoption and effectiveness of digital marketing strategies among SMEs in Jodhpur District, Rajasthan. Despite the global surge in digital marketing, SMEs in semi-urban regions like Jodhpur face unique challenges, including limited resources and digital literacy. Using a quantitative approach, data were collected from 250 SME owners through structured surveys. The research examines the extent of adoption of strategies such as “social media marketing, search engine optimization (SEO), and email marketing,” and their impact on business performance metrics like sales growth, customer engagement, and brand visibility. Cronbach’s Alpha ensured scale reliability, while T-tests and regression analysis tested hypotheses linking adoption levels to performance outcomes. Results reveal moderate adoption, with social media marketing being the most prevalent, though SEO and email marketing lag due to technical unfamiliarity. Digital marketing significantly enhances customer engagement and sales, but effectiveness varies by enterprise size and sector. Barriers like high costs and skill gaps hinder full utilization. The study suggests tailored training and policy support to boost digital adoption. These findings contribute to understanding digital marketing’s role in regional SME growth, offering practical insights for practitioners and policymakers to foster digital transformation in Rajasthan’s SME ecosystem. Keywords: Digital Marketing, SMEs, Jodhpur, Social Media Marketing, SEO, Customer Engagement, Business Performance