"LEVERAGING DIGITAL MARKETING FOR START-UP SUCCESS: STRATEGIES, CHALLENGES, AND GROWTH OPPORTUNITIES"

Abstract

By analysing the tactics used by start-ups, the difficulties they encounter, and the expansion prospects presented by a digitally connected marketplace, this study investigates the critical role that digital marketing plays in propelling their success. Digital marketing provides a focused and economical way to increase brand awareness, consumer interaction, and competitive advantage when traditional marketing techniques lose their effectiveness for new companies with little funding. Despite the widespread usage of tools like social media, content marketing, SEO, and influencer partnerships, key findings show that start-ups frequently face financial limitations, quickly changing digital trends, and a lack of experience. However, start-ups that make strategic investments in digital marketing have quantifiable gains in consumer reach, brand awareness, and business scalability. For long-term success, this study emphasises the value of implementing agile, data-driven marketing strategies and offers suggestions for start-ups on how to successfully traverse the digital terrain.