Feasibility analysis of Digital marketing for SMEs using ISM

This study examines digital marketing as a marketing tool for Indian Small and Medium Enterprises (SMEs) and identifies the key challenges affecting its adoption and implementation. Based on a literature review and inputs from industry experts, thirteen challenges were identified and analysed using Interpretive Structural Modelling (ISM) to establish their interrelationships. MICMAC analysis was further employed to classify the challenges based on their driving and dependence powers. The findings identified six significant challenges influencing the effective adoption of digital marketing: organizational culture and management support, budget constraints, inadequate access to technology, ineffective selling techniques, lack of qualified IT personnel, and inadequate organizational infrastructure. These findings suggest that managerial support, financial resources, technological accessibility, skilled IT personnel, and appropriate infrastructure are essential for SMEs to successfully implement digital marketing strategies. The study is subject to limitations, as the ISM model relies on inputs from experts and primary data, which may involve subjective judgement and bias. Furthermore, ISM does not provide a statistical ranking of the identified challenges. The study provides useful insights for SME managers and practitioners to understand the barriers to digital marketing adoption and develop appropriate strategies for its effective implementation in the Indian SME context.