A Swot-Based Review of E-Marketing Strategies in India: Sectoral Trends, Challenges, and Strategic Implications

Abstract

This paper presents a comprehensive SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of e-marketing strategies in India. With the increasing penetration of internet-enabled devices and government-backed initiatives such as Digital India, businesses across various sectors—especially MSMEs—are transitioning towards digital platforms. This review synthesizes findings from 2010 to 2023, highlighting the potential, structural limitations, sector-specific applications, and threats facing India’s e-marketing landscape. Using a systematic narrative approach, this paper identifies key strategic insights and proposes actionable recommendations for businesses, policymakers, and researchers. The findings underscore the urgent need for digital literacy, structured strategy documentation, cybersecurity enhancement, and inclusive digital infrastructure to realize India’s e-marketing potential.