A study on Digital marketing and its impact on Consumer Behavior

Abstract

With the moving time, Marketing, has also turned towards digitalization like any other mode of business and it is to keep up with the fast paced environment. Digital marketing now covers various techniques such as search engine optimization (SEO), Search Engine Marketing (SEM), Viral marketing, social media marketing, content marketing and many other forms which help catching the eye and pertain directly to potential consumers. Digitalization of marketing channels has helped to reach out to a larger consumer base making it both economical, effective and efficient. With the onset of the global pandemic and people are being forced to work online and it has given an unexpected boost to the marketing industry. Digital marketing has been seeing positive growth ever since and is also expected to grow tremendously in the future. This paper throws light on the transition from traditional marketing to digital marketing and how the pandemic has also given a slight boost in its graph. Due to which a majority of businesses have turned towards digitalization of marketing channels to reach the larger masses. The paper also throws light on the choice of consumer’s perspective towards digital marketing.