The Role Of Digital Marketing In Enhancing The Competitiveness Of Startups

Abstract

This article aims to examine the role of digital marketing in enhancing the competitiveness of startups, as they are a key player in economic growth and job creation. The study began by analyzing the theoretical framework of both start-ups and digital marketing, focusing on their concept, characteristics, and strategic importance. Various digital marketing strategies, such as search engine optimization, content marketing, social media marketing, sponsored advertising, and digital analytics, were then discussed, demonstrating their direct impact on increasing operational efficiency, expanding the customer base, building loyalty, and enhancing brand image. The results showed that start-ups' reliance on digital marketing strategies effectively contributes to overcoming funding constraints and limited resources, and enhances their ability to innovate and rapidly expand in local and global markets. However, these enterprises still face challenges related to digital infrastructure and weak human resources, which calls for the development of more integrated and sustainable digital strategies.