Abstract
Highlighting the integral role of digital marketing for the startups, the current research study presents review of the literature of digital marketing for startups and examines the most effective way to digitally market the new innovative ventures. In the process of the review, the author has developed a detailed framework for the digital marketing of the startups to provide a way forward to commercialize the startups. The author outlines the potential strategies that can be used by the startups to commercialize their products or services. Based on review of literature and analysis, SMDAB framework has been established for the start-up commercialization consisting of following components: social media, marketing capabilities, digital platform, analysis, and big data. The framework enables to enhance the understanding of startups regarding commercialization and provides guidelines for further research in the field of digital marketing.
Keyword(s)
Digital marketing, startups, Entrepreneurship, Commercialization, Innovation