Journal of Xi'an University of Architecture & Technology Issn No : 1006-7930

A Critical Review of Digital Marketing with Special Refernce to

an Indian Market

Yogesh Hole,
Associate Professor, Department of Public Administration, Cihan University-Erbil, Kurdistan
Region, Iraq.
Email Id: holeyr@gmail.com
Snehal Pawar-Hole,
Assistant Lecturer, Department of Business Administration, Lebanese French University-
Erbil, Kurdistan Region, Iraq.
Email Id: snehalhole125@gmail.com
Vinod Malkar,
Professor, Sanjivani College of Engineering, Kopargaon, Dist. Ahmednagar. Maharashtra,
India.
Abstract
This study is subjected in context to the critical review of digital marketing in reference to the
Indian market. Digital marketing is an attribute that is spreading rapidly in this era. Consumers
and organizations are keeners towards digital marketing rather than traditional marketing. The
review is mainly generated in terms of Core of digital market, Concept of Digital Marketing,
Comparison of Digital Marketing with Conventional Marketing, Important Benefits of Digital
Marketing, Digital Marketing in as Internet Marketing, Social Media and Digital Marketing,
Impact of Digital Marketing on IT Sector, Evidences That Discloses the Effect and
Usefulness of Digital Marketing. This study also revolves around the Impact of Digital
Marketing on Business and an increase in brand awareness. The study is significant from both
the application perspective of management as well as from an academic point of view. The
contemporary market is flooded with offers of different kinds. And consumers’ behavior is
changing day by day. They are more likely to go for digital marketing as well as online
marketing rather than the traditional way of marketing. This study will help the marketers
identify the dimensions of Consumer Based Brand Equity which are affected by Sales

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Promotions and specifically what type of Sales Promotions, whether Price Promotion or
Premium Promotion is suitable for a digital marketer.

Keyword

Digital, business, It, organization, internet, Marketing, Social media.

1. Introduction
Marketing is known as fidgety, varying, and vigorous business goings-on. As there is numerous
crisis in the field of marketing, comprises lacks material and energy, high unemployment,
inflation and also economic downturns, the role of marketing has modified intensely. Apart
from these crises, terrorism and war, dying industries, dying companies, and quick
technological deviations in certain industries are also the reasons behind the intense alteration
of the role of marketing.

The concept of Digital marketing is practiced differently by various people. A lot of times the
term “Digital marketing”, is used synonymously through terms like “internet or web
marketing”, “e-marketing”, “e-commerce” and “e-business”. Even though all of these terms
are interconnected, a dissimilarity lies there in the midst of all the terms. Moreover, Internet or
web marketing mentions the advertising of services and goods by means of the internet
demanding a real-time live internet connection (Yasmin, et al., 2015). On the other hand, the
term E-business is used in a wide range of extent and pacts with the utilization of updated
technology with respect to the internal procedure of business as well as business dealings with
the third party. E-commerce is a part of E-business and depicts its side of commerce also e-
marketing which comprises its side of marketing. Furthermore, the term E-marketing too
recognized as “electronic marketing” creates a practice of both of digital and internet
technologies as well as includes the advertising of goods or services over automated ways and
means or mass media. In addition, E-marketing is also interpreted as an exercise of applying
digital technology together with information technology in an attempt to complete the
procedures of marketing which comprise formation, communication, and distribution of worth
to consumers as well as manage consumer relationships. The commercial side of Selling and
buying by means of the internet is reflected by the term “E-Commerce” and also the term
includes the monetary businesses applying electronic media.

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2. Objectives of the research

1) The main purpose of this paper is to recognize the usefulness of digital marketing in the
competitive market.

2) Collect and implement the feedback provided by the consumer in the right way.

3) Provide a transparent and good service to the consumer before and after purchase.

4) To study the impact of digital marketing on consumers' purchase.

5) The complete description needs to provide about the product to the online shoppers.

3. Literature Review
3.1 The core of the digital market

According to Dasgupta, and Ghatge (2015), Because of the easy incorporation and
compatibility of the Internet with several types of digital devices such as tablets, mobile
phones, watches, and so on, its remnants at the central part of digital marketing. Almost
certainly, the most significant development of the twentieth-century is the Internet, which has
altered the range of marketing. Besides, the Internet has appeared by means of a tool aiding the
multi-faceted purpose of marketing, circulation, and connection constructing, sales. Nowadays
products are placed, advertised, circulated and bought with the help of the internet. The mixed
strategy of traditional marketing is altered by the Internet. Additionally, it allows the
salesperson to advertise added multiplicity of mass modified goods. In order to compare the
price among existing goods, facilitates of the Internet is notable. Furthermore, a new-fangled
mode of circulation which is expedient, rapid and easy, is added by the Internet. Advertising
has practiced the archetype change whereby discussions have occupied the place of
moneymaking messages, as well as consumers, have turn out to be storytellers. Nowadays,
Salesperson and marketers are practicing various methods of marketing for implementing the
strategy of digital marketing similar to “SEO” (Search Engine Optimization), “SEM” (Search
Engine Marketing), then “PPC” (Pay-per-click) and others.

An interlinked network of computers, connected universally by means of dedicated routers and

servers is referred by the term Internet. In context to the universal network, computers possess
files recognized as web pages, which are capable to access through the further interconnected
computers. “Intranet”, “Extranet” and “Web” are three main types of the network by which the
internet is formed. By applying “Hypertext mark-up Language (HTML)”, Intranet practices

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inwardly in an organization. On the other hand, Extranet is contained of two networks or more
than two custody networks which are linked by means of the intention of allocating
information. A graphic user interface is supported by the Web for navigation of hypertext
through a browser. In the year 1972, initial public demonstration of “Advanced Research
Project Agency Network” (ARPANET), the forerunner of the present day’s electronic mail and
the internet was created. By dint of the year 1985, as a technology, the internet was already
well established in order to support an extensive group of investigators and inventers. By the
development of “World Wide Web (WWW)”, by Tim Berners- Lee in 1991, fuelled the
revolution of the internet revolution. Moreover, from the year 1993, the internet was
completely unbolted for commercial aspects.

Rendering to Nair (2015), Internet too progressed intensely then permitted persons to produce
as well as share content with other persons through web 2.0 technology. Moreover, the internet
provided benefits such as customization, interactivity, personalization, and connectivity that
transformed the behavior of consumers correspondingly. Mass media multiplied advance
through new-fangled services, devices, and networks that applied thoughtful impacts on
customers together with a salesperson, in addition, digital channels turn out to be the most
significant way of marketing. Here and now the internet is used by the customers for diverse
kinds of explanations extending from searching, socializing, buying, downloading, reading,
uploading and comparing, as well as marketing to providing feedback. The Internet is
developing as a principal terminus in order to search for various information. Most of the
customers are starting their decision-making journey with the internet.

3.2 Concept of Digital Marketing

As stated by Prabhu, and Satpathy (2015), At the period of 1990, the time of promoting along
with digital marketing in India, with the launch of digital channels, the assurance of digital
channels was to deliver the right message to the right group of viewers at the right time - an
entertaining change from traditional media channels. Digital media is marketed as a seamless
collection of data, tests, and estimates that will lead to the most effective and advanced projects
they can undertake afterward. Fifteen years later, it is discovered that the fact that it is
unimaginable can still be much more disturbing than it seems at first glance. The digital media
scene of the present is more complex than at any other moment in recent memory. Continuous
and fast presentation of new steps, devices, data sources, and media usage gadgets (such as
tablets and cell phones) has created a domain that can turn the advertiser's head. This

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experience is currently a copy of one of these decisions that involve recognizing the need to
achieve the desired results to achieve their numerical goals. Digital media is incredible in
creating information about who they are, what they like and what they hate and where they are
on the Web. This book encourages them to work smarter with the methods and data they need
to understand and use information from across the digital scene. Ideally, the first digital
warranty that will turn into reality for all fans of all fields and better understand why digital
channels attract a lot of adventure time and money from traditional media.

The digital media scene has changed dramatically from the mid-90s to today. Two odious
media compositions have been created for ten years, but over the years we have told them about
them. The first is a paid media, as a paid hunt (think of Google AdWords) or TV promotion.
Paid media is simply a digital media channel that pays for the use of a brand.

The second is the demanding medium. This is a non-specific term for a media resource or
platform that a company declares, controls, and uses to communicate with the incoming
audience. The types of most regularly claimed media websites are marked sites of a website,
email marketing sites and friend sites. Clicks are always key pieces of information to collect
and test for paid and claimed media. In any case, it may be helpful to track what happens after
a client has tapped a connection, but it may not respond to all queries.

In the recent past, the creation of the third medium called the acquired media. Some say it's
new; Others believe that advertising experts verbally call themselves Free Media, another name
that was created as a result of conversations, rumors or a newspaper become " becoming
famous online ".

Figure 1: Types of Digital Marketing

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Source: https://www.shootorder.com/blog/top-10-digital-marketing-courses-online/

3.3 Comparison of Digital Marketing with Conventional Marketing

The significant differences between digital marketing and offline marketing are:

Expenses: Companies spend considerable amounts of money to improve their image in order
to create everything through their transactions or administration. In terms of costs, web
marketers must spend a lot more money than offline marketing at mid-term to pay for
inventory, pay, rent, and other bills. (Sites with SEO), social media advertising or a web robot
which are relatively more affordable in comparison to the detached developments, for instance,
television, radio or newspaper campaigns (Katta, and Patro, 2018).

Exposure: Offline progress has its own point of limitation. This never guarantees the most
extreme exposure. Anyway, there are no borders online. He connects and gets the final
exposure. They can create an all-inclusive item without having to set up retail outlets nearby.
It is not mandatory to have a huge stock or a large database to store all their raw materials.

Suitability: There is no time constraint on web marketing. Customers visit their website and
each time they purchase their item or administration. In the offline state, they can only wait for
offers or customers when their point of sale is open.

Personalization: For the very period, from when web undertaking and customer's purchase
storylines are surveyed, it is no matter what nonetheless problematic to offer modified offers
to a handpicked group of customers. Personalization will reliably assist them by snowballing
their business. Similarly, they can be able to give emphasis on an arrangement of persons for
specific developments (Bala, and Verma, 2018). Furthermore, in a vast measure, detached
outlets, this is not so easy to apply these kinds of strategies. In terms of small businesses,
effective use of the concept of digital marketing can be used by them.

Social Media Influence: With the help of several platforms of social media, online stores can
be developed. Moreover, online stores can be able to make the construction of enormous
followers for their store by using social media. Similarly, on the off chance that they are giving
the best administrations/items, individuals advance they well without publicizing. Precisely, or
through insinuation persons start mentioning their online stores. It won't just enlarge their
goings-on yet in addition transactions.

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3.4 Important Benefits of Digital Marketing

The numerous aids of Digital marketing are:

3.4.1 Nominal struggle: Digital Marketing and promoting cost is one of the greatest money
related weights that organizations need to tolerate. While huge organizations might not have
so much inconvenience doling out millions for Digital Marketing and ad, for private
companies, this might be unimaginable or a deplorable bad dream (Karimi, and Naghibi, 2015).
Digital Marketing by means of digital stages offers a more moderate option in contrast to the
customary technique. They make as much effect yet costing way less. With only a couple of
bucks, they can buy into an email Digital Marketing supplier and send value-based or guide
messages to a large number of clients on their mailing list.

3.4. Enormous rate of profitability: Nothing matters more to a business than the arrival on
the speculation it makes. Digital Marketing offers a significant profit for little ventures. Email
Digital Marketing or running publicizing efforts via web-based networking media stages cost
little when contrasted with customary Digital Marketing procedures.

Simple to quantify: The achievement or generally of a digital crusade can without much of a
stretch be found out. Contrasted with a customary technique where they require to hold up
weeks or months to evaluate the veracity of a battle, with a digital crusade they can know very
quickly how an advertisement is performing.

Email as a form of Digital Marketing programming enables clients to track the execution of
their messages; they can know what number of were conveyed, what number of were perused
and take in about their transformation rates. Google Analytics is an exceptionally viable device
for estimating particular objectives to be accomplished on a site or blog. Google AdWords
chief enables clients to screen the execution of their promotions on Google seek; they can know
what number of individuals saw their advertisements and take in about their transformation
rates (Ryan, 2016).

Simple to modify: The learning of the implementation of advertising will light up a business
on the finest method to endure. Aimed at an elevation battle that is carrying out great, it is
anything but difficult to put more in it with only a tick. In any case, for an advertisement that
isn't conveying surprisingly, it very well may be balanced as needs be or halted out and out
effortlessly. In customary Digital Marketing, it is more inflexible as a heap of printed material
must be marked and by and large, these assertions are on a long or medium-term premise. So

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regardless of whether a battle isn't executing as trusted, endorsers will, in any case, need to sit
tight for the lapse of the concurred period.

Exact focusing on The customary methods for Digital Marketing utilizes the shower and
implore strategy, where a promotion keeps running over a stage with considerable reach with
the expectation that a couple of individuals who love what they see, hear, or read would make
a positive methodology. Digital Marketing over digital stages, then again, considers focused
on battling where promotions are exhibited to clients in light of their inclinations or
introductory activity. Take, for example, value-based messages (arrange affirmation messages,
receipt, secret key reset) which might be sent to clients following their activity towards the
business. As such, clients get just what they request. Online networking stages, for the most
part, have an exceptionally brilliant calculation that reviews and groups client inclinations. To
such an extent that particular advertisement battles are indicated just to clients with a particular
notion (Karjaluoto, et al.,2015). This improves the probability of offers and also additionally
cuts down on the expense of Digital Marketing.

Worldwide: The world has converted into a worldwide town. With the help of digitalization,
this transformation has been created. Battles of advertisement are permitted by the strategies
of Digital Marketing to remain understandable in any part of the world. Moreover, this offers
slight new-fangled businesses the unusual chance to go wide-reaching with the help of the huge
exhibition provided. The web overflows with accounts of new companies that turned out to be
tremendously fruitful over a little period because of the open doors made on account of the
global notion of Digital Marketing by means of digital stages.

Division: Not exclusively does Digital Marketing over digital stages enable crusades to be
focused at particular clients, it additionally considers client division. The division is the
procedure in which expansive client bunches are additionally separated into littler gatherings
of clients as indicated by a specific characterization.

As stated by Deichmann, et al. (2016), the term “digital” can be well-defined as a technology
of transmitting data and this technology either finite in nature and non-variable in nature.
Making a contrast to the term “analog”, “Digital” is expressed as an unceasing technology of
transmitting data. At the very moment a marketing action depends on numerous kinds of the
digital platform for executing the function of the market, the marketing action turns out to be
digital. Besides, Digital marketing is observed as a way for advertising goods and services by
means of a single or more form of digital media or electronic media. In addition, it is the

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platform where customers can be accessed by several business organizations with the help of
numerous digital technologies. This is why, digital marketing can be able to establish a direct
relationship between the company and its customers, in India. Digital media include content-
based platform like “websites”, “social networking sites”, “online communities”, “search
engines” etc. using primarily the internet technology and devices such as “mobile phones”,
“digital TV”, “digital outdoors” using both internet and mobile technology.

According to Aithal, and Varambally, (2015), Digital marketing in India is not identical to the
internet marketing because the term digital marketing comprises the networks that need real-
time internet connection, together with digital TVs, digital outdoors, billboards, SMS (Short
Message Service), call-back and on-hold mobile ring tones, mobile apps, MMS (Multimedia
Message Service), e-books and games by means of a digital stage which can run offline too. It
uses digital devices, channels, and platforms irrespective of their online or offline nature.
Moreover, the emergence of new-age concepts like wearable technology and augmented reality
is pushing the boundaries of digital marketing beyond the internet. So, it can be said that
internet marketing is a subset of digital marketing.

HARIKA, (2018), Supported that exceptional physiognomy of the internet new-fangled

methods simplifying productive and thought-provoking communication amid the consumers,
by way of the organizations and the extensive e-marketplace in India. It is observed that the
internet turns out to be a vital part of the life of many consumers, and they prefer digital
marketing more than offline marketing. Moreover, it is depicted that in India, people spent an
overall 5 hours being online in their daily life. The preferred doings over the internet for Indians
remnants social networking as well as buying various kinds of things online. Much more time
is spent by social media users rather than watching TV. The mainstream of the users of social
media in India is younger than their world-wide equivalents by the average age of 23 years or
younger. Before buying a product online, People research a lot about the product and the review
of others about the product.

Customers have become further authorized in the environments of digital platforms. As per the
requirements of the customers, they are able to send and receive digital information. Moreover,
consumers of India implement their choice to select the kind of digital information they need
themselves to be showing to. Customers aren’t the inactive receivers of the content like in
traditional communication subjected to the hard sell. The salesperson is appealing consumers

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by means of exhilarating digital content then customers are correspondingly sharing the digital
information with others over social media.

3.5 Digital Marketing in as Internet Marketing

Rendering to Todor, (2016), Digital marketing which is also known as Internet marketing has
been defined merely as “achieving marketing objectives through applying digital
technologies”. Moreover, Digital marketing is the usage of expertise and methods for assisting
the activities of marketing in an attempt to develop the knowledge of customers by way of
matching their requirements. In India, the significance of digital marketing and the way digital
marketing affect the consumer has been realized by serval business organization. This is why
numerous business organizations in order to be successful go for the combination of online
approaches with traditional approaches to meet the requirements of consumers more exactly.
The introduction of new-fangled approaches has to make new-fangled opportunities for the
organisation for a salesperson to accomplish their websites and attain their objectives of the
business. Promoting goods and services through Online is an influential advertising vehicle to
construct products and developing circulation for business organizations for attaining success.
Outlooks with respect to produce the outcomes and calculating achievement for advertisement
money consumed, digital marketing is further cost-efficient to measure ROI on promoting
goods and services.

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Figure 2: The Future of Digital Marketing in India

Source: https://staenz.com/reasons-future-digital-marketing-india-bright/

As stated by Kaushik, (2016), In the present day, a monotonous way of promoting goods and
methods of marketing have accustomed to the way of digital marketing. Moreover, Digital
marketing is so influential that the economy can be revived by it and also it can be able to
construct tremendous chances for governments to operate in a further effective way. The
various organization in India, have recognized the achievement of the tools of digital marketing
as being operative and beneficial to attain the ultimate goal of the organization. Furthermore,
significant development with respect to digital marketing in India has been owing to the fast
improvements in technologies and altering the dynamics market.

In order to provide outcomes of the businesses, with respect to digital marketing, digital content
like user-friendliness, triangulation and rapidity are well-defined as the important
physiognomies for advertising goods and services. There are other tried and verified instrument
for attaining success by way of digital marketing comprises the usage of “word-of-mouth
WOM” on social media as well as for creating the site popular. Moreover, WOM is related to
generating new associates and growing circulation on the website which in return upsurges the
discernibility with respect to the marketing of India.

3.6 Social Media and Digital Marketing

As informed by Fernandes, and Vidyasagar, (2015), various types of Social media such as
Facebook, WhatsApp has unlocked the gateway of businesses to interconnect with masses of
individuals about goods and services as well as has unlocked the opportunities of new
marketing in context to the extensive area of the market. Only when the managers of the various
organization are fully aware of practicing the new strategies for interaction to attract the
consumers toward their organization, the successful implementation of the digital marketing
strategy will be possible. Furthermore, it is the duty of the Marketing expert to understand the
campaigns of online social marketing also programs as well as comprehend the way to do it
successfully with the indicators of measuring the performance. Due to the changing dynamics
of the market all over the world, with respect to the accessibility of young audiences toward
social media, digital marketing has gradually taken over the place of the traditional approach
of marketing.

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Blogs, which is known as another tool of digital marketing have efficaciously generated a brunt
to increase the revenues of sales, specifically in terms of those goods where consumers can be
able to go through serval reviews then inscribe comments about individual experiences.
Intended for businesses, online reviews have worked really well as part of their overall strategic
marketing strategy. In comparison to the traditional methods of marketing, updated methods
and technologies for digital marketing is more influencing and more effective.

3.7 Impact of Digital Marketing on IT Sector

According to Alavi, (2016), In order to increase the traffic approach of the business
organization, Digital Marketing is the most influential method. On the other hand, in terms of
the corporate world, Digital Marketing is observed as the utmost extensively used marketing
and advertising aid that has a habit of leaving the outmoded styles of marketing. Traditional
styles of marketing allow an organization to reach some limited audiences, whereas digital
marketing permits the organization to reach the wide-reaching marketing as several cities are
there, where the inhabitants do not partake up-to-date facilities, but they have their individual
smartphones. This is why several companies are getting conscious about utilizing the digital
platform in order to enlarge their approach to the brand.

Evidence That Discloses the Effect and Usefulness of Digital Marketing

 The thoroughgoing rate of consumers relates the value and feature aids of the desired
device or purpose obtainable online. Almost all of the aspects with respect to the
product are reflected by the Digital market.

 Digital era of contemporary day, information which is available through an online

platform is trusted and accepted by people in comparison to the physically available
information.

 Internet is an implement practiced for each kind of conversation at the present time
owing to which digital marketing turns out to be the greatest marketplace wrapping the
wide range of companies in comparison to the physical media.

 A person has to invest a large quantity of money in order to promote goods and services
in outmoded styles of marketing, while, in context to practice of digital marketing cost
of advertising is many minors with safeguarded productivity.

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 Digital Marketing allows using dissimilar approaches in accordance with the alteration
in prerequisites and the trend of marketing.

 Moreover, digital marketing allows almost all of the companies both big companies and
small companies to promote on the low-priced at an identical level. Small companies
together with big inventiveness have the right of entry on similar kinds of tools of
marketing with respect to similar principles. It moreover upsurges the prospects for
occupations.

 Digital marketing delivers a stage to consumers along with enterprise to cooperate

unswervingly and promptly in addition to encourage their goods, facilities, and share
their notions.

 Digital Marketing is used by the Enterprises in an attempt to develop the facilities

because they receive response unswervingly from the consumers over the feedback
section of the websites, remarks from the posts, assessments from the consumers over
the platforms that support the business like Eatables delivery services, Uber cabs, and
Goods delivery services.

 Also, a huge space for the content that helps in advertising the goods and services is
provided by digital marketing, whereas outmoded approaches of marketing have
restricted space for visualizing the content.

 Digital marketing permits businesses to maintain pellucidity in the middle of the

consumers and brand which aids the consumers to gain knowledge about the brand by
means of which consumers are working together and acquiring. Furthermore, This
conveys trustworthiness in consumers for the brand also aids in constructing the
personality and ethos of the company online.

 It enforced brands to remain advanced also take advantage of conveying a little new in
the marketplace to involve by way of the consumers through a new-fangled notion,
amenities, goods, expertise and several other belongings to endure in this competitive
universe.

Many companies have adopted this new-fangled technique of marketing and have changed
their marketing strategy on the Internet. Initiatives take digital marketing as the key to
developing their brand and give them the opportunity to compete at a higher level as time
savers, money savers, strategy and digital tools, and use this huge marketing technology to

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survive a long time. It offers versatility, ease, ease, and an instantaneous approach more than
anything else. This allows the marketer to effectively reach the target audience and deliver
benefits to the customer.

According to Dasgupta, and Ghatge, (2015), Digital marketing is a large parasol below which
both the technical and the non-technical services to make an upsurge of popularity by way of
the internet, is sheltered. Nowadays, the IT industry has generated a wide range of job roles for
persons to pursue occupations and exhibit their capacities. Moreover, it yields specialists from
various field such as web development, web designing, artists, brand consultants, social media
consultants, graphic designer, content writers, etc. to derive together and co-operatively work
in the direction of making a graphic illustration of notions, which are not very tough to plant
into the attentions of the audience. Unlike the rapid growth of the industry, the demand for
inventive specialists in the arena is increasing, as well as making more occupation in India then
creating India a center for IT activities.

3.8 Impact of Digital Marketing on Business

As stated by Paul, et al. (2018), Nowadays’ society is driven through digital technology. There
are many places in the world where people may not get pure water to drink but they have their
smartphones. This is why most people are very comfortable with online marketing. One more
implausible stimulus on the lives of people, at the moment, is digital marketing. Furthermore,
digital marketing affects the interactions of people, habits, work, and purchases.

Digital marketing must have a strong grip on the application of the digital cosmos which will
make the most of the impact of the brand as well as awareness of a brand. Besides, the world
of digital marketing is a doorway for impending consumers to feel like a part of the brand.
Moreover, digital marketing proposes the occasion to feel linked by way of the business due to
the observation of the clients about the content from the brand frequently. This induces
impending consumers for trying out the goods and facilities that they former, would not have
acknowledged.

Around 3 billion people are there, who used sites of social networking in their day to day life.
In the context of a study directed by an advertising firm, it has come out that many persons are
more intended to follow brands in comparison to personalities, on the site of various social

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media. In context to Instagram, which is a site of sharing a picture, at least one brand is followed
by 80% of the users. For that reason, it is undoubtedly the perfect time that digital media is
employed to enhance the image of a brand, in addition, further accomplishments that are
advantageous to the purpose of the business.

At this point there are more or fewer aids of the digital media as well as styles of digital
marketing and its influence on the businesses:

3.8.1 Increase in Brand Awareness

Nowadays, more than half of the population of the world practices the platform of social media.
It makes social media a natural place to connect with highly targeted potential buyers. Uses of
social media can help the organization to promote their brand as well as upsurge brand
awareness. A study has revealed that around 60% of Instagram users have met with new
products through this site. It depicts that the consumers not only just connect themselves with
brands that they already know about but also, with the new-fangled ones that they discover
through the platforms of social media.

3.8.2 Generation of Leads

In an attempt to display an interest in a business as well as the goods and services, digital media
is a low-commitment way for new customers. When new consumers are showing their interest
in the business through digital media, it means that they are interested in the brand along with
its goods.

3.8.3 Boost in Sales

A person can be able to sell any products on the platform of social media. Bedsides, a boundless
strategy of digital marketing can fetch in upright business and chances for a brand. Those
people who use the platform of social media is on the growth and social sales implements
endure to progress. And this makes the network of social media progressively significant for
eCommerce as well as product exploration.

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3.8.4 Involve Consumers and Viewers

The platforms of Social media are a chance for brands to communicate unswervingly with
consumers and consumers can also connect with the brands by using social media. Multiple
digital marketing companies are there in India, that offer digital marketing services to the
consumers. SRV Media is a digital marketing company that offers end-to-end digital solutions
for all of the business needs.

4. Conclusion
Thus it will be fruitful to assert that almost everyone is continuously linked with everybody as
well as the whole thing. Common people are nowadays enabled to access the internet in their
day to day life with the help of the innovations of mobile together with low-cost data. With
respect to the present time, Businesses must have the presence of the digital medium, or else
they are getting to be digital. What works and what doesn't is verbalized by the precise
intermingling of frame and appropriateness, similar to the Experience of the Consumer.
Accordingly, no stopper is there in terms of digital marketing in India. As it is an advancement
of the business in virtual situations so the best methodology utilized by organizations includes
is to focus on the clients when they are online before their PCs or smartphones and urge them
to attempt their items. That is the cause in the continuing occasions organizations center has
consistently been around the procedures of digital marketing. Various organizations have
utilized over three methodologies that are email marketing, social marketing, and mobile
marketing to its greatest use and that is the reason marketing has technologically advanced and
organizations actualizing viable business plans are so operative. Subsequently, it can be said
by one that the strategies of Digital Marketing together with the accomplishment of business
both go as being one. In the event that business requires to pick up profits then they should
work as per the strategies of Digital Marketing in India as everyone and the whole thing is
recurrently related by way of approaches for digitalization.

5. Limitations of The Study

The limitations as connected with the investigator while directing the research is that a
delinquent was come across though gathering the material and info. The purpose behind it was
that the consumers, as well as the organizations, are unwilling to release the necessary
information. Although the objective of the research is told by the researcher marketers and

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various organizations do not want to reveal their information. On the other hand, even though
there is a various journal about the impact of digital marketing, the researcher can’t be able to
access all of the journals due to a limited period of time.

6. Scope for future research

There are a number of theories and contextual concepts that were taken into consideration while
conducting this research program. In addition to the research, the especial implications toward
the formation of the marketing strategy and associated tactics in the form of a completely
different geographical setting would make this study a bit more interesting. There is also an
important scope for futuristic research for the conducting of comparative research that has to
be carried out in other forms of service-based industries. It is to be done to serve the sole
purpose to get a broader picture of the ways in which the quality of the service as catered to
the customers is instrumental in playing an important role in the development of the market of
India.

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