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Digital Marketing Techniques for E-Commerce Startups – An AHP analysis

D'silva, Christabel Victoria and Michael, Lidwin Kenneth (2017) Digital Marketing Techniques for E-Commerce Startups – An AHP analysis. In: Annual Eurasian Business Research Conference, 30/03/2017, Bayview Park Hotel, Manila, Philippines.

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Abstract

With the boom and evolution of technology in the recent years, there is an upsurge of start-ups emerging in this age. Man’s entrepreneurial spirit has inspired him to capitalize on the needs of the ever growing demands of the people. Therefore, there is an exponential growth in the E-commerce industry which is being tailored to reduce human effort, deliver quality output and cater to the expectations of the target audience. Realizing that the main platform for these companies to operate their business is through their online application and website, it is very essential to adopt best possible techniques to capture the market. Digital marketing plays a pivotal role in helping start-ups gain momentum to promote their online businesses and reach masses. It acts as a catalyst to create awareness of the company’s brand and position. There is a plethora of Digital marketing techniques that the start-ups can adopt to grow and market their business. However, keeping the finance and other limited resources of the company into consideration, choosing the right technique can be difficult. This research work throws light upon the best Digital marketing technique amongst the others which the start-ups can consider to adopt in order to promote their business in the best possible manner. The methodology adopted to carry out this research is Analytical Hierarchy Process (AHP). This study shows how AHP analysis can be effectively used for selecting the best digital marketing technique for a website promotion of E-commerce start up by prioritising the criteria’s and the alternatives

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: E-Commerce, Digital Marketing, Analytical Hierarchy Process, Start-ups, decision making
Subjects: Engineering > MIT Manipal > Humanities and Management
Depositing User: MIT Library
Date Deposited: 16 May 2017 08:40
Last Modified: 16 May 2017 08:40
URI: http://eprints.manipal.edu/id/eprint/148884

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