Abstract:
This research explores the transformative potential of innovative digital marketing strategies
on startup growth, with a particular focus on ABC, a Sri Lankan company specialising in
user-centric applications such as SaveTime, CureFast, and BookTourGuides. Startups often
encounter significant challenges in establishing a market presence and achieving sustainable
growth due to constraints such as limited reach and inefficient resource allocation in their digital
marketing efforts. This study aims to fill a critical gap in understanding how effective digital
marketing can help overcome these obstacles. The primary objective is to assess ABC’s digital
marketing strategies and determine their overall effectiveness in driving growth. The guiding
research questions investigate the specific components of digital marketing that most significantly
influence startup performance, the factors that influence their efficacy, and the potential
for improvements. Utilising a mixed-methods approach, the study combines qualitative case
study analysis and semi-structured interviews with quantitative customer surveys and digital
marketing analytics. This comprehensive approach enables an in-depth assessment of strategy
implementation and its impact. The theoretical framework incorporates concepts of digital marketing
strategy, startup growth dynamics, and product-market fit, which serve as the analytical
foundation for interpreting the findings and linking them directly to the company’s performance
metrics. Preliminary findings indicate that while social media and content marketing enhance
brand visibility and comprehension, inconsistencies in execution and optimisation gaps remain.
Targeted advertising shows promise for conversion; however, overall resource allocation requires
refinement. This study will provide specific insights into optimising Search Engine Optimisation
(SEO), content quality, and social media engagement for ABC. The implications
extend to offering a practical blueprint for other startups navigating competitive digital landscapes
while contributing theoretically by detailing the dynamics of digital marketing within
early-stage enterprises that offer diverse services. This research is crucial for establishing the
essential, data-driven link between innovative digital marketing practices and the achievement
of sustainable startup growth.
