A STUDY ON THE EFFECT OF DIGITAL MARKETING IN PRESENT ERA

The use of digital marketing, social media marketing, and search engine marketing is
growing along with the ever-expanding technological advancement. Marketers utilise digital
marketing to advertise their products and services to potential customers. An significant
factor in boosting product and service sales is digital marketing. The objective

The goal of this research is to examine the effects of digital marketing and how crucial a tool
it is for both advertisers and consumers. We have also investigated how digital marketing
affects customer purchasing habits. A structured questionnaire was used as the major data
source for this study, and a sample size of 100 respondents was used. The framework for
research in digital marketing described in this paper highlights the methods used in the
process, as well as its efficacy and the effects of various technological tools and social media
platforms. We arranged the research techniques for the components using the framework, and
we reviewed the research literature in the broadly defined field of digital marketing. The goal
of the research study is to evaluate the efficacy of various social media marketing techniques
and digital media marketing tactics. This essay focuses on the importance of digital
marketing, the distinctions between it and offline marketing, and the impact of social media
platforms and technology tools on the success of digital advertising strategies.
This study has been revised to assist small businesses in incorporating digital advertising into
their company plans and in realising the advantages of social media marketing over more
conventional advertising techniques.

Keywords : Marketing Communication, Promotion, Purchasing Behavior, and Digital

Marketing.