International Journal of Commerce, Management and Social Sciences

Digital marketing has become a decisive factor in enhancing the growth and competitiveness of Indian Micro, Small and Medium Enterprises (MSMEs). MSMEs constitute a substantial share of India‘s businesses and play a critical role in employment generation, regional development, and economic inclusion. Rapid digitalization, coupled with structural changes triggered by the COVID-19 pandemic, has compelled MSMEs to adopt digital tools to remain viable and competitive. This study examines the role of digital marketing in supporting MSME growth by analyzing key channels such as search engine marketing, social media marketing, content marketing, email marketing, digital advertising, and e-commerce platforms. Digital marketing enables MSMEs to overcome traditional constraints related to limited financial resources, restricted market access, and information asymmetry by offering cost-effective, measurable, and targeted communication strategies. The findings suggest that effective use of digital marketing improves brand visibility, customer acquisition, engagement, and retention, thereby contributing to both scale and scope expansion of enterprises. However, challenges such as inadequate digital infrastructure, limited skills, financial constraints, and data security concerns continue to hinder widespread adoption. Strengthening policy support, digital literacy, and access to finance is therefore essential to fully leverage digital marketing as a sustainable growth driver for Indian MSMEs.