Digital marketing strategies and the growth of startups in emerging economies: An empirical study in Algeria
Keywords:
Digital marketing, startups, business growth, Algeria, marketing strategiesAbstract
Purpose: This study aims to explore the role of digital marketing strategies in enhancing the growth of startups within the Algerian economic environment, focusing on how these strategies impact market expansion, customer base growth, revenue improvement, and team development. Importance/Value: The study highlights the importance of digital marketing as a vital mechanism for startups, especially in an emerging economy like Algeria, where digital transformation and innovation are key drivers for growth and success in competitive markets. Methodology/Approach: A quantitative methodology was adopted using questionnaires distributed to a targeted sample of 60 startups in Algeria. A total of 55 questionnaires were collected and analyzed using SPSS to determine the relationship between digital marketing strategies and growth indicators. Findings: The results revealed a statistically significant positive relationship between the implementation of digital marketing strategies and startup growth. These strategies effectively contribute to increasing market share, enhancing customer engagement, and achieving sustainable revenue growth, with variations related to digital maturity stages and industry sectors. Conclusion: The study concludes that adopting digital marketing strategies is a fundamental factor in achieving significant growth for Algerian startups, which should be accompanied by strengthening digital capabilities and tailoring marketing plans to the specificities of the local market. Recommendations: The study recommends increasing governmental and institutional support to enable startups to adopt digital marketing technologies, organizing specialized training programs, and developing policies that encourage digital innovation and integration among various modern marketing tools.
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