Summary

Digital marketing is a subset of traditional marketing. It promotes your brand or products using digital
channels such as the internet, emails and mobile phones, as opposed to more traditional media such
as print, radio, TV or billboards. Finding new customers is the main aim of digital marketing. It has the
advantage over traditional marketing techniques because online programs such as Google Analytics
exist which enable you to analyse your marketing campaigns in real time. This is far faster than any
non-digital technique.
 INTRODUCTION

The Internet has changed the way in which organisations market themselves and how consumers look
for information when it comes to good and services. Consumers are continuing to adapt to new
marketing strategy such as online marketing, involving the use of technology. Online marketing has
opened new opportunities to consumers and created new business opportunities to organizations. Some
of the rewards of online marketing is that it permits organasations to influence a bigger consumer base
population, it makes it possible for customers to review products online, to choose and acquisitive
products and services from industries all over the world (Al Kailani and Kumar, 2011). Online
marketing has however, also posed a new marketing challenge such as information overload and the
security of personal information of consumers engaging in online marketing. This study was
conducted to understand, from the consumers’ perspective, the effects of the benefits and challenges of
online marketing on consumers’ behavior. Digital marketing is the new method of marketing
commodities using-digital technology, mostly through internet. Digital marketing is built on the
internet that can create and convert brand value from producer to the potential customer by various
digital networks. The development of digital marketing has altered the method companies use
technology for promotion, as digital podiums are progressively changed into advertising plans, as
individuals use digit campaigns like mobile, computer/laptop and tablet instead of visiting physical
market. Digital-marketing elements like search- engine-optimizing is also called as organic method of
ranking the website, pay per click or SEM, content-marketing, email-marketing, social media, social-
media optimization, show promotion besides e-commerce marketing are becoming more common in
advertising technology.
This concept is rapidly emerging as a new concept which is aggressively adopted internationally for
marketing success. There are not many studies conducted in Mumbai in the area of digital marketing.
This concept is rapidly emerging as a new concept which is aggressively adopted internationally for
marketing success. In today’s time, social media channels such as Facebook, Twitter, Google and other
social media firms have successfully transformed the attitudes and perceptions of consumers and in the
end helped revolutionized many businesses. This was done through measurable vast network of
customers with trustworthy data with real time feedback of customer experiences. It is much more
convenient for businesses to conduct surveys online with a purpose target relevant information from
targeted groups and analyzing the results based on their responses. Potential customers can look
for reviews and recommendations to make informed decisions about buying a product or using the
service. In the other hand, businesses can use the exercise to take action on relevant feedback from
customers in meeting their needs more accurately. Change is constant and with time new ideas are
accepted and adopted. In order to make the decision to understand the advantage of online marketing,
advantages must be highlighted for industry players to realize its power. Aldrich’s invention of digital
marketing or digital marketing in (allowed the consumers to buy goods or services directly from a
seller by using a web browser over the Internet. The prospect of online marketing is increasing in India
with the increasing internet literacy. Flipkart, Snapdeal, Amazon and eBay are few of the online retail
corporations. Wang and Emuian 2004 defined digital marketing as buying stuff through the internet.
The items are usually sent to the buyer’s door step that you have purchased online.
Country like India uses of electronic digital marketing services are increasing drastically and therefore,
it is necessary to understand the consumer’s online as well as offline buying patterns. The dominant
factors that influence consumer perceptions of digital marketing are Information, -Ease of use,
Convenience, Satisfaction, Security/Privacy, and Proper Utilization of the channels. The Internet can
be a powerful tool for the manufacturers for advertising and marketing goods and services and through
this they can also attract new customers or market the business. But sometimes the online transactions
are not safe5 therefore, people hesitate to do any online transactions. Internet helps in changing the
way customers shop and buy goods and services. To purchase the products or services they are no
longer bound to the opening times or specific location. Through instant messaging, internet forums,
and social networking, the internet boom has enabled new forms of human interactions. Through
digital marketing etc. internet has also revolutionized the world of business and it has come as a boon
for both retail outlets and small artisans and traders. Consumers, especially youth, are spending longer
hours on the internet due to the increasing penetration of internet and activities such as social media
networking and to attract them it makes an efficient tool for companies to generate advertisements.
Through the online medium that helps them to target their specific group of consumers, companies are
now spending huge amounts on advertising. Companies are experimenting with various forms of
online advertisements with rapid changes and advances in technology, like floating ads, click ads, pop
up ads, flash ads, pop under ads and video ads. Towards the use of technology for promotions the
consumers are also responding in terms of their varying attitudes.
Marketing is all about to promote a product or service to potential customers. To become successful as
well as to sustain in the market, one has to build and maintain relationship with customers. On the
other hand, there is need to have enough knowledge to predict the future need of customers even
before they think about it. The promotion of products has been an important component.
In last three decades with the outburst of internet and advancement in ICTs, the paradigm of
marketing has completely changed. It started with just text based static websites in 1990’s and with
rapid changes in the technologies, interactive portals, eCommerce Platforms, Mobile, Social Media,
Analytical Tools and Artificial Intelligence etc have significantly influenced the traditional
marketing system. Internet, social media, mobile apps, and other digital communication technologies
has become integral part of daily lives of majority of the people across the globe.
The large amount of data sets being generated through eCommerce portals, Social Media Platforms,
Survey Polls, Sales Data, Demand Trends, Feedback and Customer Reviews have changed the whole
marketing system. The current digital era is a blend of traditional with digital marketing. There have
been ample opportunities and scope for digital marketing due to internet and mobile phones have
become the basic need for everyone. According to CAM Foundation – “Digital Marketing is a broad
discipline, bringing together all forms of marketing that operates through electronic devices – online,
on mobile, on-screen. Over the years, digital marketing has developed enormously, and it continues to
do so.”
Mobile phones (including SMS and MMS), social media marketing, display advertising, search engine
marketing, and a variety of other digital media are all examples of digital marketing (Yasmin, Tasneem
and Fatima). The most prominent and in-demand sectors in digital marketing include search engine
optimization, search engine marketing, or pay-per-click advertising, social media marketing, content
marketing, mobile marketing, web analytics, marketing automation, content writing, and rate
optimization (Kaushik Rajiv). Although the internet is the most extensively used digital marketing
channel, additional options include wireless text messaging, electronic billboards, mobile instant
messaging, mobile apps, podcasts, digital television and radio channels, and so on. The overall digital
marketing idea encompasses all digital platforms and modern technology used in the engagement,
implementation, and control of marketing strategies and plans in order to improve customer
satisfaction and achieve corporate objectives (Yamin Ahmad Bin).
With this its clear that Digital Marketing not only sell products, but it also provides information related
to the products, provide space for advertising, software programs, trading stocks, auctions and
matchmaking. Some of the companies that are using digital marketing platforms are: Amazon,
Flipkart, Myntra, Gocoop, Facebook, Youtube, Twitter, Instragram, Makemytrip, Shadi.com, etc.
 CURRENT STATUS
Every year, a new digital trend emerges, and marketers must remain on top of the developments in
order to readily embrace new technologies and stay ahead of the competition. Search by voice,
smarter graph, Micro motions, Marketing in virtual reality, more stories, more live videos artificial
intelligence, machine learning Email marketing that is based on engagement.
Detailed lead profiling Push notification from Brower, Personalization of content.

Product buy through digital marketing (age based):

Year Number of % world

users(millions) population

2012 680 11.1

2013 719 11.7
2014 745 11.9
2015 790 12.2
2016 850 12.45
2017 910 12.99
2018 949 13.16
2019 968 13.85
2020 980 14.25
2021 988 15.99
2022 996 17.5

DIGITAL MARKETING
From the year 2013, the term Digital Marketing is very popular term which used by different countries.
Digital marketing is also known as ‘Internet marketing’ or ‘web marketing’. Initially, most of people
were not aware of this digital system of marketing. Later, technology was upgraded and the people
gained the knowledge on digital usage. The usage is through internet with supportive electronic
gadgets like mobiles, tablets, laptops, etc. Digital marketing is the term were business organization can
promote and sell their products and give services to the customers with the use of technologies. It is
one of the best source to promote the business globally with help of digital marketing. In digital
marketing firms can allow the customers and users to post the comments, product review, feedback
and rating to the products, so that the companies can make the necessary changes if needed. Customer
support is very important for online marketing.

Marketing is all about to promote a product or service to potential customers. To become successful as
well as to sustain in the market, one has to build and maintain relationship with customers. On the
other hand, there is need to have enough knowledge to predict the future need of customers even
before they think about it. The promotion of products has been an important component.

In last three decades with the outburst of internet and advancement in ICTs, the paradigm of marketing
has completely changed. It started with just text based static websites in 1990’s and with rapid changes
in the technologies, interactive portals, eCommerce Platforms, Mobile, Social Media, Analytical Tools
and Artificial Intelligence have significantly influenced the traditional marketing system. Internet,
social media, mobile apps, and other digital communication technologies has become integral part of
daily lives of majority of the people across the globe.

The large amount of data sets being generated through eCommerce portals, Social Media Platforms,
Survey Polls, Sales Data, Demand Trends, Feedback and Customer Reviews have changed the whole
marketing system. The current digital era is a blend of traditional with digital marketing. There have
been ample opportunities and scope for digital marketing due to internet and mobile phones have
become the basic need for everyone. According to CAM Foundation – “Digital Marketing is a broad
discipline, bringing together all forms of marketing that operates through electronic devices – online,
on mobile, on-screen. Over the years, digital marketing has developed enormously, and it continues to
do so.”

Mobile phones (including SMS and MMS), social media marketing, display advertising, search engine
marketing, and a variety of other digital media are all examples of digital marketing (Yasmin, Tasneem
and Fatima). The most prominent and in-demand sectors in digital marketing include search engine
optimization, search engine marketing, or pay-per-click advertising, social media marketing, content
marketing, mobile marketing, web analytics, marketing automation, content writing, and rate
optimization (Kaushik Rajiv). Although the internet is the most extensively used digital marketing
channel, additional options include wireless text messaging, electronic billboards, mobile instant
messaging, mobile apps, podcasts, digital television and radio channels, and so on. The overall digital
marketing idea encompasses all digital platforms and modern technology used in the engagement,
implementation, and control of marketing strategies and plans in order to improve customer
satisfaction and achieve corporate objectives (Yamin Ahmad Bin).

With this it’s clear that Digital Marketing not only sell products, but it also provides information
related to the products, provide space for advertising, software programs, trading stocks, auctions and
matchmaking. Some of the companies that are using digital marketing platforms are: Amazon,
Flipkart, Myntra, Gocoop, Facebook, Youtube, Twitter, Instagram, Make my trip, Shadi.com, etc.
 Traditional Marketing
 A business can target the customers in a
narrow form.
 These will work for working hours, nothing
can be online.
 No instant results will reach the customers.
 In traditional marketing advertisements on
print media via door to door marketing.
 Business values can be through
advertisements.
 Lot of investment to be made in print media.
 It is not so effective when compared to online
marketing.
 Space of the brand is confined to limited
when compared to online marketing.
 Medium of communication is through letters,
phone calls, Emails.
 It is only a local audience oriented.
Digital Marketing
 Online marketing can reach millions of
customers.
 Time consumption is very less and fast.
 Accessibility to the customers will be 24/7.
 Social media platform gives a results in
exponential impressions with good content
of the product.
 By applying the online tools it can be
targeted your niche market audience.
 Customer support plays a major role, in
online marketing, 24/7 customers can
access the websites.
 The website of the organization has to be
updated on regular basis and well
optimized.
 Low investment when compared to
traditional marketing.
 Communication can be done through Social
media websites.
 Social media marketing depends on
followers, organization has to maintain he
followers to promote business.
 The best way to reach globally.

CONCEPT OF DIGITAL
MARKETING
It involves sum total of marketing work that usage of an electric component and internet, Businesses
leverages various digital ways like search engine, social medias, e-mail, website in addition offline
marketing such as SMS and MMS to attach with present and potential customers. Digital marketing is
also stated as online or internet marketing. In simple taking business online.

Digital marketing is the promotion of business organization or brand by means of various channels
such like the Internet, mobile devices, tv radio in addition to consuming different online advertising,
podcasts, video and other such approaches to communicate message. Internet promotion in specific
plays a vital share in somewhat promotional plan and it is fetching the basis of numerous
establishments complete promotional policies.

DIGITAL MARKETING
CHALLENGES
Digital marketing is not without its challenges. As a digital marketer, you need to be aware of the
potential pitfalls that can arise in your campaigns and be prepared to address them. Some of the most
common digital marketing challenges include:

1. Keeping Up with Technology: Digital marketing is constantly evolving, with new technologies and
platforms emerging all the time. It can be difficult to stay up to date on the latest trends and make sure
your campaigns are optimized for the best performance.

2. Reaching Your Audience: Knowing who your target audience is and how to reach them can be a
challenge in itself. You need to know where your audience is online, what platforms they are using,
and how to effectively engage them with your content or message.

3. Measuring ROI: Digital marketing campaigns are often difficult to measure in terms of return on
investment (ROI). This can make it difficult to determine which campaigns are working and which
ones need to be improved or changed.

4. Managing Multiple Channels: Managing multiple digital marketing channels at once can be a
challenge for marketers. It requires a lot of time and effort to make sure all channels are properly
managed and updated with fresh content or messages.

5. Adapting Quickly: Digital marketing trends move quickly, so you need to be able to adapt quickly in
order to stay ahead of the competition.
 FUTURE OF DIGITAL MARKETING

The future of digital marketing is highly dependent on technology. Digitally connected future
generations secure digital marketing success and efforts are being made by businesses to meet the
mood of future consumers. Marketing is shaping into virtual format in which to interact with
customers. Augmented Reality (AR) and Virtual Reality (VR) are playing a vital role in building
business success. Graphical representation of products answers many customer queries. The techniques
are changing every day, with the developments in technology allowing marketers to adopt new
strategies to connect with the audience.

Future Trends in Digital Marketing

1. Video Content Marketing

A win-over-customer strategy that marketers use to connect digitally is video marketing. Including
real-life examples in showcasing products and services wins the customer's trust, by providing
legitimacy and showing a willingness to meet their requirements. Marketers create entertaining video
content for advertisements and share these on social media platforms, including the most popular ones
such as Facebook, Instagram, and TikTok, to reach the maximum number of people.

2. Marketing with Artificial Intelligence

The rapid development of Artificial Intelligence (AI) is causing the need for businesses to empower
themselves by utilizing AI services. Even though AI is not a familiar term to many people around the
world, popular brands are bringing it into consideration as part of their digital and business strategies,
realizing its importance when looking to dominate the marketing world. Experts are pointing to AI as
an undeniable reality that can revolutionize our world.

3. Voice-Based Marketing

The introduction of Amazon’s Alexa with its voice-searching feature caused a spike in interest around
the globe. Realizing the value it provides, marketers were forced to rethink their digital marketing
strategies.

4. Influencer Marketing

The curiosity of customers before buying anything is real. People want brands to meet their
expectations and for this reason, they try to get more trusted answers. This consumer behavior creates
an opportunity for social media influencers to thrive.
 REVIEW LITERATURE

Over the years, there has been an increase in the use of the internet and a significant growth in online
marketing. Technology has thus become part of marketing culture. As highlighted in chapter one, the
focus of this study is to provide an understanding of consumers’ perception about online marketing.
These two (i.e. consumers’ perception and online marketing) have become subjects of interest to most
researchers, owing to the discovery of consumer behaviour within the confinement of marketing. This
chapter explores and presents, from the literature, these two concept of online marketing and consumer
perception with particular attention to online marketing. Many research papers and articles on Digital
Marketing provide in-depth analysis. The following are some of the findings from some of the research
papers:

Gangeshwer (2013), this paper deals with the conceptual knowledge of e-commerce & motivating
factors of shopping online. In the 21st century, with the rapid increase in use of internet, e- commerce
is set to play a very important role in providing new opportunities to both large and small corporations.
Thus online commerce is destined to grow in revenue and geographic reach in India.

Nadaraja and Yazdanifard (2013), in their study aims to uncover the benefits and drawbacks of
social media marketing. It's a cutting-edge tool for marketers looking to connect with their target
audiences. The medium has a lot of advantages and disadvantages, and businesses are still trying to
figure out how to overcome them.

Hahn and Jihyun (2008) states that trust is one of the strongest influential factor when making a
decision to participate in both offline and online marketing. However, when it move toward online
environment, trust is constructed primarily in a person-to-web site style rather than person-to-person
communication. The rapid development of online advertising disbursements is expected to put online
advertising in advance of other traditional media, especially those who still advertises in newspapers
and magazines. This is because, the internet has become a favored media for marketing and
advertisements because of its ability to reach a worldwide consumer, however, some companies still
prefer the traditional form of marketing and advertising (Barreto, 2013). Quick advances in technology
which are systems based, and especially those associated to the Internet, are principal to fundamental
changes in how businesses interact with one another (business-to-business [B2B] marketing) and with
consumers (Parasuraman and Zinkhan, 2002).

Kaushik (2016), in its paper mentioned that the Digital marketing is in great demand and its use is
increasing in India. Digital marketing has greater prospects to increase sales, brand recognition &
loyalty in effective manner. The paper also suggests that by Campaigning through Digital Marketing, it
can help to reduce costs, boost inbound traffic and can rank better in search engines.

Todar (2016), suggests that the use of traditional marketing is deteriorating day by day due to
extensive use of internet by the young consumers for online shopping. Further the study also reflects
that the use of traditional marketing still prevails among the matured group of customers. So the paper
concluded that one of the best solution for a company is to try to make a combination of the two
strategies that is blending of traditional & digital marketing that will cater the needs of matured group
of customers as well as the young population.

Kannan and Li (2017), aim was to schedule a research strategy in Digital Marketing. The researchers
attempted to provide a complete definition of digital marketing. They've also created and projected a
supporting framework that highlights critical moments in the marketing process, as well as the
marketing strategy process, where digital technologies play an important part. They also conclude that
Digital Marketing has to be reviewed in collaborations with all the stakeholders and future researcher
can critically look at the issues that was outlined with appropriate data from field experiments and
observation studies.

Yamin Ahmad Bin (2017), mentioned that Digital Marketing is the promotion of products or brands
through one or more kinds of electronic media, as opposed to traditional marketing, which is the use of
channels and procedures that allow a company to assess marketing campaigns. The study recommends
that an integrated marketing communication plan to be included that would provide as a guide to plan
strategy for marketing as well as to understand the consumer behaviour. It also concludes that Digital
marketing tools and concepts are widening its horizon due to the growth in the use of mobile and
internet communication among the masses and so comprehensive inclusions of digital marketing tools
and strategies along with integrated marketing communication can ensure success in the field of
marketing.
Krpic, Milic and Istvanic (2017), this paper tries to present digital advertising technologies,
techniques, media, their advantages & disadvantages.According to this paper, out of all the techniques
that is been described, SEO is the most most important technique for acquiring a customer organically.
It also concludes that with the advancement of modern technologies and devices, even the most
traditional entrepreneurs will cater to these forms of digitization.

Verma (2018), according to the study, businesses can profit from many channels of digital marketing
and the increased use of social media is generating new opportunities for digital marketers to attract
clients through digital platforms. In India, according to the study, there is a massive shift toward
digitalization. Furthermore, the article focuses on the wide spectrum of consumers who are perceiving
shopping services through social networking sites as a result of their ease of access. Digital Marketing,
according to the study, is both cost-effective and has a significant commercial influence on the
business.

Bharti (2018), found that the important reason for a radical change in the shopping approach of the
Indian consumer is due to the increasing use of e commerce. The papers suggests that for the growth in
digital marketing, marketer should try to identify the trends and patterns in consumer’ behaviour. The
consumers can also post online feedback through social media. Through social media interaction, the
businesses can receive both positive and negative feedback and can also have direct contact with their
customers. This will further increase their efficiency to run their business through E-Marketing.

Rajaiah and Srinivasulu (2019) concluded that digital marketing is one of the most cost-effective
ways to advertise a product, when compared to other marketing platforms. People are being influenced
by digital marketing and advertising to purchase and sell online, and e-commerce is growing. In the
following years, the future of digital marketing in India as well as the scope of digital marketing will
brighten.

Garcia, Lizcano, Ramos, and Matos (2019), the results of this study report were assessed using the
Delphi technique, and its findings suggest that voice searches via mobile devices, as well as the
influence of Artificial Intelligence (AI), will have a long-term impact on the digital ecosystem. This
study also displays and clarifies the precise steps that must be taken to attract and keep the business
marketing strategy after analysing the customer's on-line buying process inside the large ecosystem of
possibilities supplied by digital marketing on the internet.
 RESEARCH METHODOLOGY
This is a descriptive research project that incorporates both quantitative and qualitative analysis.
Secondary data and information were extensively analysed for the goal of this study (literature
review) in order to prepare this report. Secondary data and information were gathered from a variety
of sources, including published e-books, articles in various journals and periodicals, conference
papers, working papers, company websites for annual reports and CSR activity reports, internal
newsletters, and internet blogs.
In today’s digital age millions of people use and spend their time in browsing around digital
platforms and social media. Businesses people are leveraging on the popularity of these platforms to
promote their business.
Data analysis and interpretation

60
50
40
30
20
10
0

Extremely user-Moderately user-Not at all user- Slightly user-Very user-friendly

friendlyfriendlyfriendly friendly

Fig.1: How user-friendly is Online Marketing?