A STUDY ON THE ROLE OF DIGITAL MARKETING STRATEGIES IN ENHANCING BRAND AWARENESS AMONG SMALL BUSINESSES IN CHENNAI

Abstract

Digital marketing has become an essential tool for small businesses to build brand awareness, attract customers, and compete effectively in the modern business environment. The rapid growth of the internet, social media platforms, search engines, and mobile applications has created new opportunities for small businesses to promote their products and services at affordable costs. This study aims to examine the impact of digital marketing strategies, including social media marketing, search engine optimization, email marketing, and online advertising, on brand awareness among consumers. It also explores how digital marketing helps small businesses improve customer engagement, expand market reach, and develop long-term customer relationships. Digital marketing enables businesses to communicate directly with their target audiences and measure promotional effectiveness through online analytics. However, limited budgets, lack of technical knowledge, and intense online competition may create challenges. The study highlights the importance of adopting effective digital marketing strategies to strengthen brand recognition, improve business visibility, and support the sustainable growth of small businesses.