A Study on the Effectiveness of Digital Marketing in Driving Sales for Local Businesses in Amravati City

ABSTRACT The growth of digital technologies has transformed the way businesses promote their products and services. Digital marketing has become an important tool for local businesses to attract customers and increase sales. This study examines the effectiveness of digital marketing in driving sales for local businesses in Amravati city. The research focuses on the impact of digital marketing tools such as social media platforms, online advertisements, Google Business profiles, and WhatsApp promotions on consumer purchasing behavior. A descriptive research design was adopted for the study, using both primary and secondary data. Primary data was collected through a structured questionnaire from consumers and local business owners in Amravati, while secondary data was obtained from books, journals, and online sources. The study evaluates customer awareness, engagement, and trust in digital marketing and analyzes whether these factors lead to increased sales. The findings reveal that digital marketing has a positive influence on brand visibility, customer engagement, and sales growth for local businesses in Amravati city. Social media marketing and local online search tools were found to be especially effective. However, challenges such as limited digital skills and difficulty in measuring results were also identified. The study concludes that digital marketing can significantly support sales growth for local businesses when used strategically and consistently.