Digital Marketing Practices and Sales Performance of Small-Scale Kids' Garment Manufacturers in Madurai City

Abstract

Digital marketing has become an essential business strategy for small-scale manufacturing enterprises to enhance market reach, improve customer engagement, and increase sales performance. Due to rising customer demand and the extensive use of digital channels, Madurai City's ready-made children's clothing market has grown significantly. The purpose of this study is to investigate the digital marketing strategies used by small-scale producers of children's clothing and assess how they affect sales results. Both primary and secondary data served as the study's foundation. A systematic questionnaire was used to collect primary data from 100 small-scale Madurai City kids' clothing producers, while secondary data was obtained from books, journals, government papers, and internet sources. The data was analyzed using percentage analysis and the relevant statistical methods. The study focuses on a number of digital marketing strategies, such as email marketing, mobile marketing, social media marketing, online advertising, and e-commerce platforms. It is anticipated that the results will show how successful digital marketing strategies boost customer acquisition, sales growth, brand awareness, and company competitiveness. The study comes to the conclusion that Madurai City's small-scale producers of children's clothing can improve their long-term viability and sales performance by implementing creative digital marketing techniques.