CONTENT

SR NO. TOPIC PAGE

NO.
Chapter 1 1.1 Introduction 6-9
1.2 Importance of digital marketing
1.3 Advantages of digital marketing
1.4 Disadvantages of digital marketing

Chapter 2 2.1 The history and the evolution of digital marketing 10-11

Chapter 3 3.1 Various channels of digital marketing 12-17

3.2 Comparison between traditional and digital marketing
3.3 Challenges facing digital marketers
Chapter 4 4.1 Role of digital marketing in modern world of business 18-23
4.2 Why does it matter so much?
4.3 Reasons for its popularity
4.4 Opportunity in digital marketing
4.5 Recent trends observed in digital marketing
4.6 The six pillars comprising digital marketing
Chapter 5 5.1 Role of digital marketing in modern world 23-30
5.2 How does digital marketing differ for B2B and B2C
marketing
5.3 Importance of digital marketing for business owners
5.4 Importance of digital marketing for working professional
5.5 Importance of digital marketing for students
5.6 Digital marketing as career
5.7 Benefits of digital marketing in india
Chapter 6 6.1 Recommendations 31-35
6.2 Conclusion
6.3 Bibliography

1
. INTRODUCTION
Marketing refers to the steps that the
company takes to
promote the buying of any
products or services. The
company seeks customers or
consumers for their products or
services via the help of marketing.
Digital Marketing refers
to the marketing of any product or
service in digital form.
For example, marketing using
smartphones, computers,
laptops, tablets, or any other
digital devices. Digital
marketing is a form of direct
marketing that links consumers
2
with sellers electronically using
interactive technologies like
emails, websites, online forums and
newsgroups, interactive
television, mobile communications
etcetera [12].
‘Digital marketing’ term was first
coined in the 1990s.
Digital marketing is also known
as ‘online marketing’,
‘internet marketing’, or ‘web
marketing’. It is known as
‘internet marketing’ because with the
rise of the internet there
is also high growth of digital
marketing. The major
advantage of digital marketing is that
marketers can sell their
3
products or services 24 hours and
365 days, lower cost,
efficiency gain, to motivate the
customer for more purchase
and improve customer services [13]. It
helps many-to-many
communications because of its
excessive degree of
connectivity and is generally
completed to sell services or
products in a timely, relevant, non-
public, and cost-powerful
manner.
In 2005, there were around 1.1
billion internet users
which consist of 16.6 percent of the
population at that time

4
[8]. In 2020, the number of
internet users is around 4.8
billion and the percentage
population has increased to 62
. INTRODUCTION
Marketing refers to the steps that the
company takes to
promote the buying of any
products or services. The
company seeks customers or
consumers for their products or
services via the help of marketing.
Digital Marketing refers
to the marketing of any product or
service in digital form.
For example, marketing using
smartphones, computers,

5
laptops, tablets, or any other
digital devices. Digital
marketing is a form of direct
marketing that links consumers
with sellers electronically using
interactive technologies like
emails, websites, online forums and
newsgroups, interactive
television, mobile communications
etcetera [12].
‘Digital marketing’ term was first
coined in the 1990s.
Digital marketing is also known
as ‘online marketing’,
‘internet marketing’, or ‘web
marketing’. It is known as
‘internet marketing’ because with the
rise of the internet there
6
is also high growth of digital
marketing. The major
advantage of digital marketing is that
marketers can sell their
products or services 24 hours and
365 days, lower cost,
efficiency gain, to motivate the
customer for more purchase
and improve customer services [13]. It
helps many-to-many
communications because of its
excessive degree of
connectivity and is generally
completed to sell services or
products in a timely, relevant, non-
public, and cost-powerful
manner.

7
In 2005, there were around 1.1
billion internet users
which consist of 16.6 percent of the
population at that time
[8]. In 2020, the number of
internet users is around 4.8
billion and the percentage
population has increased to 62
CHAPTER-1

INTRODUCTION

. INTRODUCTION
Marketing refers to the steps that the
company takes to
promote the buying of any
products or services. The
company seeks customers or
consumers for their products or

8
services via the help of marketing.
Digital Marketing refers
to the marketing of any product or
service in digital form.
For example, marketing using
smartphones, computers,
laptops, tablets, or any other
digital devices. Digital
marketing is a form of direct
marketing that links consumers
with sellers electronically using
interactive technologies like
emails, websites, online forums and
newsgroups, interactive
television, mobile communications
etcetera [12].
‘Digital marketing’ term was first
coined in the 1990s.
9
Digital marketing is also known
as ‘online marketing’,
‘internet marketing’, or ‘web
marketing’. It is known as
‘internet marketing’ because with the
rise of the internet there
is also high growth of digital
marketing. The major
advantage of digital marketing is that
marketers can sell their
products or services 24 hours and
365 days, lower cost,
efficiency gain, to motivate the
customer for more purchase
and improve customer services [13]. It
helps many-to-many
communications because of its
excessive degree of
10
connectivity and is generally
completed to sell services or
products in a timely, relevant, non-
public, and cost-powerful
manner.
In 2005, there were around 1.1
billion internet users
which consist of 16.6 percent of the
population at that time
[8]. In 2020, the number of
internet users is around 4.8
billion and the percentage
population has increased to 62
. INTRODUCTION
Marketing refers to the steps that the
company takes to
promote the buying of any
products or services. The
11
company seeks customers or
consumers for their products or
services via the help of marketing.
Digital Marketing refers
to the marketing of any product or
service in digital form.
For example, marketing using
smartphones, computers,
laptops, tablets, or any other
digital devices. Digital
marketing is a form of direct
marketing that links consumers
with sellers electronically using
interactive technologies like
emails, websites, online forums and
newsgroups, interactive
television, mobile communications
etcetera [12].
12
‘Digital marketing’ term was first
coined in the 1990s.
Digital marketing is also known
as ‘online marketing’,
‘internet marketing’, or ‘web
marketing’. It is known as
‘internet marketing’ because with the
rise of the internet there
is also high growth of digital
marketing. The major
advantage of digital marketing is that
marketers can sell their
products or services 24 hours and
365 days, lower cost,
efficiency gain, to motivate the
customer for more purchase
and improve customer services [13]. It
helps many-to-many
13
communications because of its
excessive degree of
connectivity and is generally
completed to sell services or
products in a timely, relevant, non-
public, and cost-powerful
manner.
In 2005, there were around 1.1
billion internet users
which consist of 16.6 percent of the
population at that time
[8]. In 2020, the number of
internet users is around 4.8
billion and the percentage
population has increased to 62
. INTRODUCTION
Marketing refers to the steps that the
company takes to
14
promote the buying of any
products or services. The
company seeks customers or
consumers for their products or
services via the help of marketing.
Digital Marketing refers
to the marketing of any product or
service in digital form.
For example, marketing using
smartphones, computers,
laptops, tablets, or any other
digital devices. Digital
marketing is a form of direct
marketing that links consumers
with sellers electronically using
interactive technologies like
emails, websites, online forums and
newsgroups, interactive
15
television, mobile communications
etcetera [12].
‘Digital marketing’ term was first
coined in the 1990s.
Digital marketing is also known
as ‘online marketing’,
‘internet marketing’, or ‘web
marketing’. It is known as
‘internet marketing’ because with the
rise of the internet there
is also high growth of digital
marketing. The major
advantage of digital marketing is that
marketers can sell their
products or services 24 hours and
365 days, lower cost,
efficiency gain, to motivate the
customer for more purchase
16
and improve customer services [13]. It
helps many-to-many
communications because of its
excessive degree of
connectivity and is generally
completed to sell services or
products in a timely, relevant, non-
public, and cost-powerful
manner.
In 2005, there were around 1.1
billion internet users
which consist of 16.6 percent of the
population at that time
[8]. In 2020, the number of
internet users is around 4.8
billion and the percentage
population has increased to 62
. INTRODUCTION
17
Marketing refers to the steps that the
company takes to
promote the buying of any
products or services. The
company seeks customers or
consumers for their products or
services via the help of marketing.
Digital Marketing refers
to the marketing of any product or
service in digital form.
For example, marketing using
smartphones, computers,
laptops, tablets, or any other
digital devices. Digital
marketing is a form of direct
marketing that links consumers
with sellers electronically using
interactive technologies like
18
emails, websites, online forums and
newsgroups, interactive
television, mobile communications
etcetera [12].
‘Digital marketing’ term was first
coined in the 1990s.
Digital marketing is also known
as ‘online marketing’,
‘internet marketing’, or ‘web
marketing’. It is known as
‘internet marketing’ because with the
rise of the internet there
is also high growth of digital
marketing. The major
advantage of digital marketing is that
marketers can sell their
products or services 24 hours and
365 days, lower cost,
19
efficiency gain, to motivate the
customer for more purchase
and improve customer services [13]. It
helps many-to-many
communications because of its
excessive degree of
connectivity and is generally
completed to sell services or
products in a timely, relevant, non-
public, and cost-powerful
manner.
In 2005, there were around 1.1
billion internet users
which consist of 16.6 percent of the
population at that time
[8]. In 2020, the number of
internet users is around 4.8

20
billion and the percentage
population has increased to 62
. INTRODUCTION
Marketing refers to the steps that the
company takes to
promote the buying of any
products or services. The
company seeks customers or
consumers for their products or
services via the help of marketing.
Digital Marketing refers
to the marketing of any product or
service in digital form.
For example, marketing using
smartphones, computers,
laptops, tablets, or any other
digital devices. Digital

21
marketing is a form of direct
marketing that links consumers
with sellers electronically using
interactive technologies like
emails, websites, online forums and
newsgroups, interactive
television, mobile communications
etcetera [12].
‘Digital marketing’ term was first
coined in the 1990s.
Digital marketing is also known
as ‘online marketing’,
‘internet marketing’, or ‘web
marketing’. It is known as
‘internet marketing’ because with the
rise of the internet there
is also high growth of digital
marketing. The major
22
advantage of digital marketing is that
marketers can sell their
products or services 24 hours and
365 days, lower cost,
efficiency gain, to motivate the
customer for more purchase
and improve customer services [13]. It
helps many-to-many
communications because of its
excessive degree of
connectivity and is generally
completed to sell services or
products in a timely, relevant, non-
public, and cost-powerful
manner.
In 2005, there were around 1.1
billion internet users

23
which consist of 16.6 percent of the
population at that time
[8]. In 2020, the number of
internet users is around 4.8
billion and the percentage
population has increased to 62
Marketing refers to the steps that the company takes to promote the buying of any products or
services. The company seeks customers or consumers for their products or services via the help
of marketing. Digital Marketing refers to the marketing of any product or service in digital form.
For example, marketing using smart phones , computers, laptops, tablets, or any other digital
devices . Digital marketing is a form of direct marketing that links consumers with sellers
electronically using interactive technologies like emails, websites, online forums and
newsgroups, interactive television, mobile communications etcetera.

‘Digital marketing’ term was first coined in the 1990s. Digital marketing is also known as
‘online marketing’, ‘internet marketing’, or ‘web marketing’. It is known as ‘internet marketing’
because with the rise of the internet there is also high growth of digital marketing. The major
advantage of digital marketing is that marketers can sell their products or services 24 hours and
365 days, lower cost, efficiency gain, to motivate the customer for more purchase and improve
customer services. It helps many-to-many communications because of its excessive degree of
connectivity and is generally completed to sell services or products in a timely, relevant, non-
public, and cost-powerful manner.

In 2005, there were around 1.1 billion internet users which consist of 16.6 percent of the
population at that time. In 2020, the number of internet users is around 4.8 billion and the
percentage population has increased to 62 percentage . And there is a direct connection between
digital marketing and the internet. Countries like India and China have the highest number of
internet users so they have a great opportunity.
 

24
 Importance of digital marketing

Importance of digital marketing that every marketer should follow is :

 Internet marketing is endlessly more moderate than any offline marketing techniques. It
can reach a wider audience easily .

 In digital marketing results can be followed and monitored easily with the help of
various tracking software. Rather than leading costly client research, organizations can
rapidly see client reaction rates and measure the achievement of their promoting effort
continuously, empowering them to design all the more adequately for the following one
.

 Collecting feedback from customers is easy to compare to traditional marketing

mediums such as TV, radio, or billboard. They can easily give feedback on any product
using a website in online marketing which helps a businessman to redesign themselves
in their specific domain.

 It helps in advancing a business through the online medium like web or portable
subsequently arriving at a large number of clients in a second. Numerous little and
huge organizations are following the methodologies of web-based showcasing to
underwrite themselves globally.

 Digit advertisers screen things like what is being seen, how frequently and for how
long, what substance works and doesn't work, and so forth. While the internet is
maybe, the channel most firmly connected with digital marketing, others incorporate
remote content informing, portable applications, advanced TV, and radio channels.

 Digital marketing is moderate, targetable, and quantifiable and thus organizations do it

and advertisers love it.

25
 Advantages Of Digital Marketing

Technology is changing rapidly and it also has affected consumer’s buying behavior. Below is
given some advantages digital marketing brings to the consumer:

 In the year 2020 consumers can access the internet any time from any place in the world.
And due to the digital nature of digital marketing consumers can stay updated about any
product or service 24/7 times.

 Due to the internet consumer can do various activities like going to the company's
website, reading the information, buying products, etc. This has increased consumer's
engagement and improved their experience.

 In traditional marketing, there is a little chance that consumers can be misinformed by

salespeople, but in digital marketing, consumers get clear and accurate information about
any product or service. And the internet gives exhaustive item data that clients can
depend on and settle on a buy choice.

 Many different companies promote their product through digital marketing, so it becomes
convenient to compare products of the different companies for the consumer. They don't
need to visit various retail stores to compare products.

 Internet is available all day so there is no restriction on time and customers can buy the
product any time.

 Due to the digital medium viewer can share information and characteristics about
products or services with others.

 The organization shows the costs of items through digital channels and this makes costs
extremely understood and straightforward for the consumer. The company also changes
its prices on any holiday or festival to give a discount and is very transparent to the
consumer.

26
 Disadvantages of digital marketing

In today’s era digital marketing has many advantages though it has a few disadvantages that are
discussed below:

 A competitor can easily copy the digital marketing campaign of others. Brand names or
logos can be utilized to swindle customers.

 If the internet connection is slow or there is some problem with websites, then websites
may take too much time to open and the customer will not wait much and leave.

 In traditional marketing, customers can physically touch the products to verify but it is
not possible in e-commerce.

 Though India is digitalizing, many customers still don't trust the online payment system
or don't know.

 The absence of trust of the clients due to the enormous number of fakes concerning
virtual advancements. Fair organizations might be influenced since their picture and the
notoriety of value can endure harm.

 There are many cases when users ordered products through pay on delivery method with
no intention of buying using a fake id. This shows a loophole of pay on the delivery
method.

 Digital marketing is profoundly reliant on the internet/technology which can be inclined

to mistakes.

 Digital marketing isn't yet grasped by all individuals some customers, especially more
established ones don't believe in a computerized climate, wanting to utilize the traditional
strategies.

27
 CHAPTER-2

The History and Evolution of Digital Marketing

Digital Marketing was first used in the 1990s. The digital age took off with the coming of the
internet and the development of the Web 1.0 platform. The Web 1.0 platform allowed users to
find the information they wanted but did not allow them to share this information over the web.
Up until then, marketers worldwide were still unsure of the digital platform. They were not sure
if their strategies would work since the internet had not yet seen widespread deployment.

In 1993, the first clickable banner went live, after which Hot Wired purchased a few banner ads
for their advertising. This marked the beginning of the transition to the digital era of marketing.
Because of this gradual shift, the year 1994 saw new technologies enter the digital marketplace.
The very same year, Yahoo was launched. Also known as "Jerry's Guide to the World Wide
Web" after its founder Jerry Yang, Yahoo received close to 1 million hits within the first year.
This prompted wholesale changes in the digital marketing space, with companies optimizing
their websites to pull in higher search engine rankings. 1996 saw the launch of a couple of more
search engines and tools like Hot Bot, Look Smart, and Alexa.

1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought to
the market Yahoo web search. Two years later, the internet bubble burst and all the smaller
search engines were either left behind or wiped out leaving more space for the giants in the
business. The digital marketing world saw its first steep surge in 2006 when search engine traffic
was reported to have grown to about 6.4 billion in a single month. Not one to get left behind,
Microsoft put MSN on the backburner and launched Live Search to compete with Google and
Yahoo.

Then came Web 2.0, where people became more active participants rather than remain passive
users. Web 2.0 allowed users to interact with other users and businesses. Labels like ‘super
information highway’ began to be applied to the internet. As a result, information flow volumes
–including channels utilized by digital marketers- increased manifold, and by 2004, internet
advertising and marketing in the US alone brought in around $2.9 billion.
Soon, social networking sites began to emerge. MySpace was the first social networking site to
arrive, soon followed by Facebook. Many companies realized all these fresh new sites that were
popping up were beginning to open new doors of opportunities to market their products and
brands. It opened fresh avenues for business and signaled the beginning of a new chapter to
business. With new resources, they needed new approaches to promote their brands & capitalize
on the social networking platform.

28
The cookie was another important milestone in the digital marketing industry. Advertisers had
begun to look for other ways to capitalize on the fledgling technology. One such technique was
to track common browsing habits and usage patterns of frequent users of the internet so as to
tailor promotions and marketing collateral to their tastes. The first cookie was designed to record
user-habits. The use of the cookie has changed over the years, and cookies today are coded to
offer marketers a variety of ways to collect literal user data.

Products marketed digitally are now available to customers at all times. Statistics collected by
the Marketingtechblog for 2014 show that posting on social media is the top online activity in the
US. The average American spends 37 minutes a day on social media. 99% of digital marketers
use Facebook to market, 97% use Twitter, 69% use Pinterest and 59% use Instagram. 70% of
B2C marketers have acquired customers through Facebook. 67% of Twitter users are far more
likely to buy from brands that they follow on Twitter. 83.8% of luxury brands have a presence on
Pinterest. The top three social networking sites used by marketers are LinkedIn, Twitter, and
Facebook.

29
 CHAPTER-3

Various channels of digital marketing

Digital marketing consists of various channels which are medium used by the marketer to
promote their products or services. As an advertiser one, the main aim is to select the channel
which is best for communication and give maximum return on investment (ROI) . The list of
important digital marketing channels are given below:

1. Social Media

In the current era, social media marketing is one of the most important media in digital
marketing. It is the fastest-growing digital channel. Social media marketing is the process of
gaining traffic or sites through social media sites. According to Neil Patel, "Social media
marketing is the process of creating content that you have tailored to the context of each social
media platform to drive user engagement and sharing" . The number of internet users by
population has increased from 16.6 to 62 percent in 15 years and social media marketing has
benefited the most in that .

Fig. 1. Distribution of various social media platform

Fig. 1 displays over 200 social media platforms. Below is the list of important social media
platforms:

30
  Facebook = It is the number one social media platform. A company can
promote their product and services on Facebook.

 LinkedIn = Professional write their profiles on LinkedIn and can share with others.
The company also build their profile and LinkedIn connect these two dots companies
and professionals.

 Google+ = It is Google’s social network, user can easily connect based on their
common interest and friendship.
.
 Twitter = Its strategy is to increase brand awareness and sales, attract new
followers, and lead and boost conversions.

 Pinterest = It is a social media platform in which visual content is available and the
user can share or store with others.

2. Email Marketing

When a message is sent through email about any product or service to any potential customer it
is known as email marketing. It is a simple digital marketing channel to understand. Email
marketing is used to sell a product using discounts and event ads, increase brand awareness, and
direct people to their business websites. In an email marketing campaign, the types of email can
be sent are blog subscription newsletter, the welcome email series, the seasonal campaign, the
post-purchase drip, the cart abandon campaign, follow up email when website visitor download
something, holiday promotional to loyal members, the re-engagement campaign, etc. . The
biggest advantage of email marketing is that it is very cheap compare to other marketing
mediums. It is generally used to build loyalty among existing customers rather than gaining new
customers. The company can get a customer's attention by creating graphic and visual ads, link
product images to the website .

31
 3. Affiliate Marketing
In affiliate marketing, the company rewards subsidiaries for every customer or visitor they bring
to the company's website by their marketing efforts or strategy on behalf of the company.
According to Pat Flynn's Smart Passive Income, "Affiliate marketing is the process of earning a
commission by promoting other people's (or company's) products. You find a product you like,
promote it to others, and earn a piece of the profit for each sale that you make".

There are 4 different parties involved in affiliate marketing:

 The Merchant: Sometimes it can be the seller, the brand, or retailer. This party
produced a product to sell. It can be an individual or startup or big fortune company .
 The Affiliate: This party is also known as a publisher. . It also can be an individual or
startup or big fortune company. They take a commission from the merchant for every
service or product they sell. The affiliate brings customers to the merchant.

 The Customer: The customer or consumer is an important part of the whole system.
They go to affiliates and affiliate redirect them to merchants by taking his commission.
Without a customer, the affiliate cannot earn a commission.

 The Network: Network works as an intermediate between affiliate and merchant.

Affiliates require a network to promote products or services .

4. Search Engine Marketing

A search engine is a web based tool that helps the user to find the information they are looking
for. Examples of a search engine are Google, Yahoo, Bing, Baidu, etc. Search engine marketing
refers to any activity that increases a user's websites rank in any search engine . There is two
types of Search engine marketing search engine optimization (SEO) and paid search.
According to Neil Patel, Search engine optimization is the art of ranking high on a search engine
in the unpaid section. It is also known as organic marketing or organic listing. In general, the
higher the rank of the webpage in the search engine more visitors will visit that webpage. When

32
it comes to SEO it consists of a search engine and searcher. And 67 percent of all searches
happen on Google . So Google is the most important search engine in the world.
In paid search one need to pay to get a higher rank in search engine. In paid search, one will have
the same kind of keywords as on their organic ad campaign. The majority of a paid search engine
is run on a commercial search engine such as Google, Yahoo, Bing, etc. Paid search work on the
pay-per-click model, in which marketers will only pay when someone clicks on their ad. The
search engine algorithm will determine the rank of the advertiser's ad based on their bid and
quality score. Many advertisers prefer paid search rather than SEO in short term due to its ability
to give a faster result.

5. Online Display Advertising

In traditional marketing, there is a poster or billboard of any company on both sides of the road
or an ad in a magazine/newspaper to promote their product or service. Online display advertising
is a digital version of that. Today, a marketer can use online display advertising to achieve the
same thing. There are different types of display advertising such as video ads, banner ads,
interactive ads, and rich media, etc. Display advertising is great for catching the eye due to
graphic ads.
An online display advertising marketer can target an audience based on website content,
geography, gender, age, device type, etc. So the marketer can show a suitable ad to the relevant
customer which helps in decreasing the budget and increasing sales.

33
 Comparison between traditional and digital marketing

Traditional marketing is the most recognizable form of marketing. Most people are used to
traditional marketing due to its longevity. Some examples of traditional marketing include
tangible items like ads in a newspaper or magazine. It also includes a billboard, brochure,
commercial on TV or radio, poster, etc. It is a non-digital way of marketing. Whereas digital
marketing uses various digital channels to reach customers . Some comparisons are given below:

TABLE I. TRADITIONAL AND DIGITAL MARKETING COMPARISON

Traditional Marketing Digital Marketing

Example of digital marketing includes a website, social
Example of traditional marketing includes a poster,
media platforms, affiliate marketing, email marketing,
brochure, magazine, newspaper, broadcast, telephone
search engine optimization
With a traditional marketing approach, only limited or With a digital marketing approach customer around the
local customer can be targeted . world can be targeted
Advertising campaign takes a long period to plan Advertising campaign take a short period to plan
It is costly and time-consuming Relatively cheap and faster
A physical relationship is shaped while conveying No physical relationship is formed due to the digital
merchandise . nature of digital marketing.
One campaign stays for a long time and change is
A campaign can be changed very easily.
expensive.
No physical stuff is required because digital marketing
For the promotion of product poster, paper, billboard
is done on website, social media platforms, or through
many various types of material is used.
online videos.
Digital marketing is cheaper compare to traditional
Due to the physical nature of traditional marketing, its
marketing because it is done on websites and social
cost is high.
media.
For market analysis traditional marketing depends on Facts and data available on various analytic tools make
surveys or experimentation, it is complex to analyze it very convenient to analyze the data and to interpret it
the result and does not provide accurate data . .
24/7 marketing is not possible 24/7 marketing all around the globe is possible
Only one-way communication can happen . Two-way communication can happen .

34
 Challenges Facing Digital Marketers

There are numerous advantages of using digital marketing for promoting products and services
yet a digital marketer needs to face some challenges. The difficulties are as per the following:

 Consumers use different digital devices and various digital channels and those devices have
various digital channels that lead to the proliferation of digital channels. And Marketers face
difficulty in choosing medium and audience .

 Digital marketing is extremely cheap compare to traditional marketing and it covers every
small business which leads to intense competition.

 Consumers leave behind a gigantic amount of data in digital channels every time they visit
the channel. It's amazingly hard to understand such data, just as locate the correct data
inside detonating information volumes that can assist you to make the right choices.

CHAPTER-4

35
 Role of Digital Marketing in Modern World of Business

The role of Digital Marketing in modern world cannot be underestimated or ignore if online

presence for personal or commercial promotion is desire. Digital marketing involves the
application of digital technologies and media to spread brand awareness for driving more sales.
The country is steadily gearing its attention to achieve complete digitization of every possible
field but that might take a bit more time to happen. In the world of trade and commerce,
however, digital marketing has been in practice popularly for quite some time now.
In this modern world of business where technology is the key player, not implementing digital
marketing techniques and tactics for product promotion and brand awareness will be a suicidal
decision. As per the expert market surveyors, above 75% of the world population now prefer
online shopping, 80% of people seek information online, and above 50% of buyers go through
online reviews and related data before buying anything.

Why Does it Matter so Much?

Digital marketing matters for primarily these 3 purposes, which are:

 It facilitates handling the complex and challenging customer relationships across a
diverse range of channels (both digital as well as traditional).
 Digital marketing can make it possible for the business community in responding to and
initiating dynamic consumer interactions.
 Digital marketing is useful in extracting big data value to support making better decisions
faster.

Reason for its Popularity?

This form of marketing allows attracting targeted audiences, converting the web visitors,
generating leads & closing the leads, and also delighting the customers enough to turn them
eventually into brand promoters.

 Economical option – It is cost-effective and investing a handsome amount for brand

promotion is not necessary for digital marketing. Other traditional marketing options
require investing more.
 Mobile-ready- Maximum people access information and shop for goods through their
mobile phones. The digital marketers can easily deliver their marketing message to their

targeted audiences.

36
  Accessibility anytime and anywhere– Better and faster connection is achieve with the
customers digitally from anywhere round the clock compare to any other form of
marketing.  

 Quicker brand recognition- Just like connection, promotion and spreading of brand

awareness is also faster with digital marketing. It is easy to popularize business using a
digital platform. Than any others if the players know how to play the game!

 Share information and get feedback better- business-related information, blog

writings, SEO articles can be shared with target audiences. Also digital marketing
platform often acts as a highly interactive marketing form where customers too can give
their feedback. This helps to get better insights into business-driven data for taking
decisions accordingly.

 Social media inclusion- Digital marketing offers the best opportunity to receive

customer support on your social media platforms like Twitter, Facebook or Linkedin. It
helps to get better connections and adds to the business web traffic.

 Offers a competitive edge- This form of marketing offers one with significant data and
tools. To help stay competitive and all-ready to win the race if tactics are employed
strategically.

All these are the main reasons behind the ever-growing popularity and wider acceptance of
Digital Marketing in modern business world.  

37
 Opportunities in Digital Marketing

In this section, the actual benefits of digital marketing have been mention in a clear-cut manner
to understand its value in simpler language.
 You can reach your targeted customers or clients better and faster via digital marketing
channels.
 Less investment in marketing means you will have the chance to invest the remaining in
other important business areas.
 Lead generating capabilities of digital marketing mediums are better.
 The chance to become popular and popularize the business is quite instantaneous.
 You can always stay in touch with customers, respond to their queries/comments. Thus
happy customers will help to attract new customers.

Recent Trends Observed in Digital Marketing

In digital content marketing, video marketing is enjoying paramount importance and it is

believed to continue for quite some time to come. As per a reliable source, Facebook account
holders watch over 8 billion videos each day. Videos are watched using mobile devices mostly
these days. Social influencer marketing is gaining prominent attention and expert marketers are
considering to establish organic relationships with celebrity influencers that better mesh with
their brand. Chatbot marketing strategy is a highly lucrative digital marketing trend.
Remember this that the business world is extremely competitive and leaving any scope to
showcase one’s offerings cannot be afforded. Digital marketing is playing and will continue to
play a key role in the modern business sphere, using existing as well as new emerging tactics.
Taking into consideration the competitive nature of the business world bypassing a chance to
showcase one’s business offerings cannot be risked. By utilizing emerging and existing tactics
digital marketing shall continue to play an indispensable role in modern business.

The six pillars comprising digital marketing

When training and consulting on digital strategy and as recommended in our free template, I
recommend grouping digital activities in these six areas which each need someone responsible to
manage them and improve results. A focus on each of these is important regardless of the size of
business.

38
The pillars help show that success in digital marketing isn't just about digital media and
platforms, important as they are. Creating an effective digital experience, messaging and quality
content to fuel your digital strategy are all vital too.
In smaller businesses, it may be one person such as a digital marketing manager responsible for
all, or one for each pillar with many team members in larger businesses.

The six pillars are:

1. Strategy and governance (or management) : Goals – Analytics, Strategy Segmentation,

Targeting, Brand Positioning, integration, marketing and sales alignment, resourcing,
structure, marketing technology  and data.

2. Goals and measurement: Forecasts, digital reporting including KPI dashboards,

attribution and customer insight.

3. Media: Paid, owned, earned media including Search, Social and Display ads.

4. Experience: Desktop / mobile website and apps. Customer service.

39
5. Messaging: Email, Chat, Social media, customer service, on-site interactions and
personalization.

6. Content: Product and blog content to fuel content marketing, PDF downloads,
Interactive tools.

40
 CHAPTER-5

Role of Digital Marketing In Modern World

 Today everything is going digital, including your simplest apps that facilitate your job
require you to be aware of online methods. Would the knowledge of required tools not
help you think of creating a new business in that domain? There is always a scope to
create something new in an already established industry.

 Creating trends and hashtags and rolling your business online with a good initial push on
Social Media platforms are the added advantage of learning Digital Marketing.

 Digital Marketing teaches you how to maintain your business portfolio through Google
Business Page, so that even if you are not a renowned business, your customers can reach
you.

 Today’s World is all about Online visibility. Your customers or your

business/professional network will take you seriously if you have a good online
reputation, as explained in the blog above.

 To add to the above point, to earn your customer’s trust, you need to manage your online
reviews efficiently. Digital Marketing includes Online Reputation Management (ORM),
which teaches you to maintain and boost the online reviews for your Brand.

 Accepting payments digitally is the latest trend, which enables you as an individual or as a
business to accept payments from your customers through a variety of options viz. mobile
wallets, UPI transfers, bank wires, etc

 With the rise of new age millennials spending much time on their smartphones watching
video content, the rise of OTT marketing over TV consumption is inevitable. Today a lot
of OTT platforms have captivated the attention of users between the age group of 18–42,
which has drastically hit TV viewership in the metro and Tier 2 cities.

 Artificial Intelligence (AI)—whether it is a simple Robot easing your work or doing

programming for you—is now slowly becoming a reality in Digital Marketing. The next 5
years are going to be crucial with respect to its advent in Digital Marketing.

 Today a lot of third-party integration and CRM software can be made for your customer
service teams to track the status of complaints, queries, or feedbacks; manually these were
cumbersome.

 With the introduction of Chatbots on websites and Social Media accounts, companies are
seeing a steep rise in the amount of time a user spends on their website/social media pages
with each year.

41
 The World always needs something new to explore. You must know that you cannot
create new desires, you can only leverage the existing desires in the market. And basis
your creative idea in the Online space, your brand/company can take a successful turn,
even if you are not the pioneer in your industry. With sufficient knowledge of Digital
Marketing and tools, you can get the required push to think of many new business ideas
for yourself, your business, or your company.

 The good thing about digital marketing is that you can always make some changes with
your campaigns and re-launch them without the need to start from scratch. With the data
that you can easily access, you can make some fast changes to lessen lost revenues and
wasted ad spend.

 Digital Marketing teaches you how to build, scale up, and sustain your Brand’s online
reputation across all relevant Digital platforms (which is known as Online Reputation
Management). Nowadays, businesses thrive on online presence, reviews, and customer
testimonials. This is so popular that even the oldest businesses are taking online reviews
very seriously.

 A lot of businesses and Brands , invest heavily into the maintenance of good reviews and
converting bad reviews into good ones by dedicatedly addressing customer queries across
various online platforms. 

 Most of your competitors are already online, and so should you. Regardless of how big or
what type of business you’re running, it’s important to incorporate digital marketing. The
reason behind it is that every business can increase its presence over the internet, which
may come in handy to beat your competitors and target your niche audience.

 Running a business can be expensive, most particularly if you’re stuck with traditional

marketing. Fortunately, with digital marketing solutions, marketing is more cost-effective.
If you’re on a budget and just getting started, you can quickly market yourself on a
national, local, or global level without spending a lot of money. That’s why, for better
results, small business owners use digital marketing to their advantage.

 Hence, an essential part of Digital Marketing knowledge is also maintaining your brand
reputation online, apart from marketing and creating a hype about your name. Irrespective
of the industry, product type, or service type that your business is into, Online Reputation
Management is an extremely important exercise which a Digital Marketer must perform to
maintain a good reputation in the Online space.

42
 How does digital marketing differ for B2B and B2C marketing?

Many of the largest brands in the world today including the digital platforms like Facebook
(Meta) and Google (Alphabet) are consumer brands, but when considering how best to use
digital strategies, it's important to consider business-to-business brands too. There are many B2B
companies which often serve B2C brands.

Smart Insights developed our RACE Marketing planning framework so that it works equally in
B2B and B2C markets. This is the case since it integrates your customers' digital experiences
interacting with brands across Reach, Act, Convert and Engage - the full customer journey

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 Importance of Digital Marketing for Business Owners

Let’s talk about the individual business owners now. Whether you are a proprietor of a small
setup, or a mid-sized company, you can customize your Digital requirements and use Digital
Marketing as per your criteria. Let’s say you have a business of short-time consulting, or any
non-mainstream and non-B2C industrial services. Further let us consider that you are completely
into B2B, you could be more focused on building your network and contact base through
LinkedIn, then you should focus on your Online Reputation by being actively involved in
discussions on Quora, target your client companies through a portfolio of Google Ads, marketing
through promotional Emailers, and so on. The consumer businesses these days do well because
of social media platforms like Facebook and Instagram, but not many B2B business have those
options.

In another scenario, assume you have a business dealing with an offshore unit to bigger
companies—like a KPO or BPO. Even here, Digital Marketing can be very useful to you. Hence,
the importance of Digital Marketing is irrespective of your industry or your educational
qualification. Whether you have a small, medium, or large business, or you are into services of
products, Digital Marketing will surely play an important role in shaping the future of your
business. What many individuals, business owners, or Marketers miss out is sustainability, and
not lack of choices in Digital Platforms. The term ‘sustainability’ in Digital Marketing clearly
indicates living up to the high expectations of the promises you made to your customers during
your aggressive marketing mode.

44
 Importance of Digital Marketing for Working Professionals

Let’s talk with respect to each profile or individual type, about its suitability to everyone. A lot
of working professionals have doubts regarding the importance of Digital Marketing and how
can it add value to their current skill sets. Talking about working professionals in non-marketing
streams, it is evident that a lot of companies today will choose to hire Digital Marketers with
prior experience or a Marketing degree. An exhaustive Digital Marketing Advanced course from
EduPristine can give you the necessary knowledge, experiential learning, and skill sets required
for ‘on the job’ skills, than the theoretical skills which are good to know.
Besides, a lot of companies opting for process smoothness have now taken to digital means to
ease their work processes and maintain ERPs and CRMs online. So, in such a scenario, a
working professional with average to the least knowledge in technology or online platforms will
find great difficulty in acclimatizing to the growing needs to go Digital. Digital Marketing unlike
Traditional Marketing, acclimatizes you to certain tools, and uses technology to smoothen
processes and teach you Marketing—a dual benefit. Hence, whether you are into Sales (which
requires digital penetration to reach your contacts and to maintain leads on Sales CRM),
Operations, Human Resources, Finance, Production, Logistics, or Design & Development, today
everything is shifting to Digital.

Importance of Digital Marketing for Students

A lot of students have various doubts regarding how Digital Marketing can help them find better
jobs, or give them the desired push in their chosen career. Well let’s talk from the point of a
student from any stream and not necessarily marketing—it is always a first mover’s advantage to
learn what is trending in the market. As previously explained, the importance of Digital
Marketing for students is scaling up, with a lot of activities to keep students interested in Digital
Marketing.
Students get the required ammunition to be prepared for quality jobs and further studies by
making their online presence felt through platforms like LinkedIn, Blogs, Website, or Reviews.
A strong online presence boosts a student’s profile and ability to crack interviews. Also, an early
knowledge will always add to their skills, since every company would be keen to employ
students with multiple skills than those with job specific ones. At present every business is about
promotion and marketing, and they would not invest in you, unless you promote yourself online.

45
 Digital Marketing As Career

 
1. No Specific Background Education Required
If you wish to learn digital marketing, you can go ahead and pursue it without worrying about
your educational background. Your academic background holds little or no importance. 

2. Outrageous Demand for Digital Marketers

Every business is shifting its advertising dollars from conventional marketing methods to digital
marketing methods. As a result, companies are on the lookout for digital marketers to help them
survive in the market. 
With the demand outstripping the supply of digital marketers, companies are remunerating them
generously.
In fact, according to a study conducted by Burning Glass Technologies, 4 out of 10 jobs now
need digital marketing skills. This shows that digital marketers are in high demand and it never
hurts to learn an in-demand skill.

3. High-Paying Jobs
As we mentioned earlier, digital marketers are in high demand and the supply is low. Keeping
this in mind, we all know what happens when the supply of something is low, its value
increases. 
Thus, when you apply for a job as a digital marketer you can negotiate your remuneration and
expect a high salary.

4. Fast-Growing Industry
The digital marketing industry has been growing at a fast pace because of the benefits we just
saw. 
And despite covid, it continued to grow as it has helped businesses thrive in difficult times and
re-establish themselves. And further, it is projected to grow at a higher pace.

5. Better Job Security

If you want job security, now is the right time to equip some digital marketing skills. Because
digital marketing technologies will only adapt and advance further. Let’s consider the current
COVID -19 pandemic. 
It nearly shut every company and industry down. And to survive in this market, what did the
companies do? They adapted too! Companies sped up their digital transformation as it is the only
way to communicate with their consumers. 
Some experts have even termed digital careers as a ‘recession-proof career’.

6. Diverse Career Paths

Digital marketing offers multiple avenues for one to venture. Whether you are a fresher or a
working professional, you will definitely find something for yourself. 
By learning digital marketing, you don’t just specialize in one skill but multiple skills. Hence,
you can choose from a diverse set of career paths like SEO Expert, Social Media Manager, SEM
Expert, Analytics Manager, Content Marketing Manager, and more.

46
 7. Entrepreneurship Opportunities
If you wish to start your own business and become an entrepreneur, learning digital marketing
will definitely benefit you. You can either start your own digital marketing agency or promote
your own business.
By pursuing digital marketing, you can generate revenue with the most cost-effective promotion
by targeting the right audience.

8. Freelance Job Opportunities

If you know digital marketing through and through, you can start your own freelancing business
and offer your digital marketing services to clients. Instead of traveling to work every day, you
can work from the comfort of your own home! All you need is a functioning laptop and internet. 
Many freelancers have been able to carve out profitable careers for themselves and if you think
you’re not the typical office-going person, this is the perfect career option for you.

9. You Can Explore Different Sectors

If you wish to switch to a different sector or want to have the freedom to switch, then learning
digital marketing is the right step for you. Digital marketing literally applies to every sector in
the world. From pharmaceuticals to fashion, from education to service, you name it, the demand
for digital marketing remains the same in every sector. 
Digital marketing will help you efficiently apply yourself and build a lucrative career in every
sector.

10. Work in a Diverse Environment

In the digital marketing industry, you will find yourself surrounded by a set of diverse
individuals having a diverse set of skills. By regularly working with a diverse set of people, you
will further grow and learn new things from a fresh perspective. 
In fact, working in a diverse environment will help you increase your productivity, creativity and
help you gain a wider range of skills. Hence, you will grow professionally.  

Benefits of Digital Marketing in India

 Digital Marketing has opened endless opportunities in India. There are about 340+
Million internet users in India, where the total population of India is 1.3+ Billion. In
India, the growth rate for overall internet users has been 7.8%.  

 And with the pandemic, everyone has started adapting to carrying out activities online,
whether it’s shopping or ordering food, or processing banking activities to name the least.

 Now that everyone’s comfortable with everything coming to their doorstep, it has
increased the scope of conducting online businesses in India even more.

47
 Digital Marketing is the most engaging and creative field. One can get plenty of
opportunities to learn and explore new things. Suppose you are thinking of joining
a digital marketing agency. In that case, you will be working with different clients on
different projects, which means you'll probably never get bored and get exposure to
various digital marketing components. This field requires creativity and innovative ideas
to promote brands and products, automatically provide exposure to the related individual.

 And for all the digital marketing aspirants, the digital marketing salaries offered in India
are highly motivating and future sought. 

 Thus, the benefits of digital marketing in India for a business as well as for a person
wanting to make a career in it are unending and lucrative. In fact, even the government of
India favors everything digital.
 Indian Government’s push for Digital India From 69 million online shoppers in 2016 and
more than 100 million in 2017, India has seen a stark rise in the internet population.

 Ever since the launch of Digital India in 2015 as an initiative to improve online
infrastructure and digital empowerment, there has been mushrooming of a complete
market of start-ups, services, and more that connect people globally! It has resulted in a
rise of active internet users, mobile connections, social media traffic, internet banking,
and more.

48
 CHAPTER-6

RECOMMENDATIONS

1. Start with Quality Web and Mobile Sites

In today’s competitive environment, having both high-quality online and mobile sites is critical.
And when we say quality, we’re talking about things like speed, design, user interface, and
security.
It’s not enough to have a website that just provides information or sells a product or service.
Websites must be optimized for both PC and mobile devices, considering mobile devices account
for 51% of all internet browsing.
Mobile web design should be simple and responsive, with larger links to account for the fact that
customers are using their fingers to click. 

2. Maintain a Social Media Presence

Although most small company owners recognize the value of social media, it is all too easy to
overlook it during busy situations. Being realistic about the time you have for social media is one
of the keys to sustaining your social media presence.
An out-of-date social media profile will not be useful to customers. If you just have time to
manage one account, pick a platform that works for your company and stick to a posting
schedule. 
You can post memes with witty captions to boost your engagement rate with your audience.
Posting memes show that you are up to date with current events and that you are aware of your
market and customers. After all, memes are really quite popular.
It’s important to post regular, focused, and engaging content for your customers so they begin to
consider your business an active and helpful source of information.

49
 3. Consistent Online Reputation Management Campaigns

You must always try to ensure that your internet reputation is favorable in order to offer a
positive picture to clients. 
You’ll need to establish and manage your company listing on review sites like Google Maps and
Yelp in addition to managing your social media profiles.
This is an important aspect of your online reputation management strategy. Today’s referrals are
customer reviews. If you discover a consumer has written a bad review, reply promptly and
courteously on the site with the objective of addressing the client’s concern.
This will show the existing customer, as well as other potential customers, that you care about
your customers and work to correct any issue that may arise.
Potential consumers are more inclined to choose your business for their requirements if they see
that you have a high rating, favorable reviews, and respond professionally to any concerns.
As previously said, managing your brand’s reputation is critical. Consider an online reputation
management course that will show you how it works.
 

4. Make Use Of Remarketing 

After you’ve set up your website and your social media accounts, you can use targeted online
advertising to increase visitors to your site. Once you identify the potential customers from these
visitors, set up a remarketing campaign using Google Ads and Facebook Ads. 
If you want to learn more about remarketing, we’re listing down few blogs that will guide you in
understanding, planning, and implementing an effective remarketing strategy. 
 Why Remarketing Is An Important Technique 
 Guide to Custom Remarketing
 Introduction to Facebook Remarketing

5. Focus On Google My Business

Make it simple for visitors to discover your company by using a service called “Google My
Business”. This service will help you create and verify your brand/business, so your business
information can be shown on google maps.
This is a crucial step because when customers search for your business, Google will display all
of your contact information, including your location.

50
6. Make the Buyer’s Journey Smooth

Understand the buyer’s journey and what you need to convey to consumers at all stages of the
transaction. When it comes to buyers’ analysis, so many comprehensive choices are available.
You can see each step a visitor takes throughout your website, how much time they spent on
each page, and even what pages caused them to possibly leave. 
You can use tools like Google Analytics to track your website activity. Those can include bounce
rate, session duration, pages per session, and more. This tool provides all the data you need to
efficiently make changes to your website.
Use this data to tailor your digital marketing strategy to those potential consumers.
You can learn how google analytics works with the help of a professional trainer with our online
google analytics course.
Let’s take a look at some recommendations now that we’ve covered the digital marketing
strategies that every business should have.

51
I.CONCLUSION
It can't be rejected that the world is
quickly moving from
simple to the digital world. Individuals
are investing more in
online content and companies that
find it hard to digest this
fact in their advertising strategy need
to adjust quickly. The
more time individuals spend on the
internet every year, the
more digital platform they use
play an ever-developing
function in their lives. The main
aim of digital India is to
promote digital medium. Because
people can use digital

52
platform any time anywhere from the
world companies needs
to change their marketing strategy
from traditional to digital.
On the off chance that the companies
don't utilize the digital
platform to advertise their product
and services then they
cannot compete with competitions
and will eventually shut
down.
When customers want to buy any
product online, they
can easily get product information
and can compare with
other products without visiting any
retail store or shopping

53
mall. It shows that consumers
are more inclined towards
online buying rather than visiting
a retail store. As
consumer's buying behavior is
changing companies also need
to change their advertising strategy
and embrace digital
platforms for marketing
It can't be rejected that the world is
quickly moving from
simple to the digital world. Individuals
are investing more in
online content and companies that
find it hard to digest this
fact in their advertising strategy need
to adjust quickly. The

54
more time individuals spend on the
internet every year, the
more digital platform they use
play an ever-developing
function in their lives. The main
aim of digital India is to
promote digital medium. Because
people can use digital
platform any time anywhere from the
world companies needs
to change their marketing strategy
from traditional to digital.
On the off chance that the companies
don't utilize the digital
platform to advertise their product
and services then they
cannot compete with competitions
and will eventually shut
55
down.
When customers want to buy any
product online, they
can easily get product information
and can compare with
other products without visiting any
retail store or shopping
mall. It shows that consumers
are more inclined towards
online buying rather than visiting
a retail store. As
consumer's buying behavior is
changing companies also need
to change their advertising strategy
and embrace digital
platforms for marketing
It can't be rejected that the world is
quickly moving from
56
simple to the digital world. Individuals
are investing more in
online content and companies that
find it hard to digest this
fact in their advertising strategy need
to adjust quickly. The
more time individuals spend on the
internet every year, the
more digital platform they use
play an ever-developing
function in their lives. The main
aim of digital India is to
promote digital medium. Because
people can use digital
platform any time anywhere from the
world companies needs
to change their marketing strategy
from traditional to digital.
57
On the off chance that the companies
don't utilize the digital
platform to advertise their product
and services then they
cannot compete with competitions
and will eventually shut
down.
When customers want to buy any
product online, they
can easily get product information
and can compare with
other products without visiting any
retail store or shopping
mall. It shows that consumers
are more inclined towards
online buying rather than visiting
a retail store. As

58
consumer's buying behavior is
changing companies also need
to change their advertising strategy
and embrace digital
platforms for market
CONCLUSION

It can't be rejected that the world is quickly moving from simple to the digital world. Individuals
are investing more in online content and companies that find it hard to digest this fact in their
advertising strategy need to adjust quickly. The more time individuals spend on the internet
every year, the more digital platform they use play an ever-developing function in their lives.

The main aim of digital India is to promote digital medium. Because people can use digital
platform any time anywhere from the world companies needs to change their marketing strategy
from traditional to digital. On the off chance that the companies don't utilize the digital platform
to advertise their product and services then they cannot compete with competitions and will
eventually shut down.

When customers want to buy any product online, they can easily get product information and can
compare with other products without visiting any retail store or shopping mall. It shows that
consumers are more inclined towards online buying rather than visiting a retail store. As
consumer's buying behavior is changing companies also need to change their advertising strategy
and embrace digital platforms for marketing.

 New technologies in digital marketing has moved a great deal. The market approach has also
evolved with the rise of new technology. Digital marketing has a number of advancement and
improvements in its strategy, so it is important to know the conclusion of digital marketing. Keep
reading this article to know more about it. Customers and marketers need to learn about the pros
and cons of digital marketing to get the best out of it. When you don’t learn the pros and cons of
digital marketing, you won’t reap the full benefits.

To sum up, Digital Marketing as a subject or as a career line can be molded in your desired
shape to give you the required direction to achieve measurable success for your business or
brand. The importance of Digital Marketing is far more than just a realization. Today, people
have adopted to digital means for almost everything. Now the decision is yours if you could
bring the next Digital revolution through your ideas.

59
 BIBLIOGRAPHY

 https://www.researchgate.net/publication/
345634018_A_Study_on_Digital_Marketing_and_It's_Impacts
 https://www.pattronize.com/blog/role-of-digital-marketing-in-modern-world/
 https://www.smartinsights.com/digital-marketing-strategy/digital-strategy-
development/10-reasons-for-digital-marketing-strategy/
 https://www.utkaltoday.com/modern-digital-marketing/
 https://iide.co/blog/benefits-of-digital-marketing/

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