Abstract:
This study investigates the emerging digital ecosystem of online marketing for
startups in the Northern Province of Sri Lanka during the COVID-19 era. Using in depth interviews with 18 entrepreneurs who started their businesses during the
pandemic, this study uses qualitative approaches to explore the developing digital
ecosystem of internet marketing for startups during the COVID-19 era. The results
show important patterns and takeaways from their experiences, emphasizing how
quickly marketing tactics may be modified to meet novel obstacles. Digital marketing
technologies were rapidly adopted by numerous startups, enabling live-streamed
meetings and interactive content to foster client interaction. One key strategy that has
evolved is community involvement. According to the data, there has been a
noticeable change in the way entrepreneurs engage with their target audiences. To
keep up consumer connection, social media became essential. Customized outreach,
including branded email marketing and regionalized search engine optimization
initiatives, has demonstrated efficacy in augmenting client retention and exposure.
Brand reach and engagement were further increased through partnerships with
regional influencers. Startups proved to be flexible as many shifted to online models,
which resulted in a steady rise in online sales. All things considered, this study
highlights how the pandemic required a reassessment of marketing tactics,
highlighting the significance of digital involvement and strengthening community
bonds. With the world going digital, the information these firms have obtained can
offer useful direction for future marketing campaigns.
