IMPACT OF DIGITAL MARKETING USAGE ON THE FINANCIAL PERFORMANCE OF SMES: A SURVEY STUDY IN SUBURBAN MUMBAI

Digital marketing has become an important strategic tool for small and medium enterprises (SMEs) seeking to improve visibility, customer engagement, and financial performance in an increasingly competitive economy. This study examines the impact of digital marketing usage on the financial performance of SMEs in Suburban Mumbai. The main objective is to assess whether digital marketing activities contribute to sales growth, customer acquisition, profitability, and business expansion. The study adopts a quantitative survey design based on primary data collected from 75 SMEs located in major suburban business zones of Mumbai. Data were gathered through a structured questionnaire containing Likert-scale items measuring digital marketing usage and perceived financial performance. The data were analyzed using descriptive statistics, correlation, and regression analysis in SPSS. The findings reveal a strong and statistically significant positive relationship between digital marketing usage and SME financial performance. Regression results show that digital marketing usage explains a substantial proportion of variation in financial performance, indicating that enterprises using digital marketing more actively tend to experience higher sales growth, customer acquisition, and lead generation. The study highlights the strategic importance of digital marketing for SMEs and emphasizes the need to strengthen digital capabilities among small businesses