Article’s

MSMEs have played a significant role in India’s economic growth, but there are many factors, both internal and external, which impact their ability to effectively utilize digital marketing. This study aims to explore the main factors affecting MSMEs, especially in Mysore district’s digital marketing strategy, taking into account the updated MSME classification framework of 2025, etc. Quantitative study methodology is used, where structured questionnaires were employed to collect primary data, while techniques such as Principal Component Analysis (PCA) and ANOVA were employed. The results indicate that marketing resources and support, consumer-centric innovation, digital vs. traditional orientation, and post-pandemic effects are the four major factors that influence digital marketing tactics. These variables, when combined, explain a substantial amount of variance in the strategic behavior of MSMEs. The findings of the study also indicate that, unlike digital adoption, consumer behavior is of extremely low influence, but financial resources, government regulations, and post-pandemic effects are of great importance. No statistically significant differences in the characteristics of MSMEs across manufacturing, service, and trading sectors exist, as confirmed by the results of the ANOVA test. The study concludes that the improvement of digital awareness, the expansion of the reach of government support programs, and the strengthening of organizational capacities are vital for the enhancement of the competitiveness of MSMEs. It highlights the importance of the development of inclusive digital policies and capacity-building programs for the effective and sustainable development of MSMEs.