2020, Vol. 2, Issue 1, Part A

Author(s): Mahesh V Shitole and Vrushali M Shitole

Abstract: This report looks at the strategic landscape of digital marketing firms in India before the year 2019 by undertaking an analysis of their positioning, performance, and problems, as well as opportunities. Its first data was collected by creating a systematic quantitative technique of 400 agencies situated in large cities of India. The agencies were analyzed on the basis of diversity of services, number of teams, and years of experience. The statistical toolset included Tukey HSD, the one-way ANOVA, correlation matrices, chi-square test, and descriptive analysis. New benchmarking indices, including the Positioning Inflation Index and the Capability-Performance Efficiency Ratio, were also developed to determine business maturity and the progress of delivery and perception in line with each other. Important findings indicate that the experience of more than ten years produces a better structure of teams, a broader service portfolio, and performance measures. According to the geography study, cities such as Mumbai, Pune, and Chennai have a large share of agency presence, and the study confirmed that there is a low density of distribution of digital marketing activity in the urban areas. The research offers a clear gap in the goals of literature by supplying pre-pandemic criteria and complex knowledge concerning the industry of digital marketing. It also provides a substantial platform for strategic planning and industry development and concludes by giving certain recommendations for government support, capacity building, and further research.

Pages: 94-98 | Views: 471 | Downloads: 83

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