Innovative digital marketing strategies and their impact on startup growth: A case study of ABC startup-company

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.