A Study on the Impact of Digital Marketing on Indian Firms

Abstract

As the dominance of Internet is tremendously increasing with a pace. Customers are getting newlineengaged with internet more and making use of digital devices to spend maximum of their times. newlineThey are making use of different social media channels for the communication purpose, they are newlineusing different platforms for study purpose, booking their traveling online and last but not the least newlineusing digital platforms for shopping purposes. All in all, the maximum of the daily activities is newlineturning out to be online. newlineAs the world is going digital, business organisations have also started looking for online platforms newlineto expand their businesses. They are seeing a great scope in digitalisation. Business organisations newlinehave started using digital technologies for the advertisement and promotional activities. They are newlineusing different modes of digital marketing for this purpose. Digital marketing is acting as a catalyst newlineand an enabler to boost the marketing and promotional activities within the organisation. newlineAs India has started following the different schemes of Government like Start-up India , Make newlinein India , Stand-up India and Digital India , individuals are thinking of starting their own ventures, start-ups. In this, Digital Marketing can be a very much effective, efficient and helpful newlineaspect for the growth of their start-up or business. These things generate a curiosity to study the newlinedifferent impacts of digital marketing with their motivational factors as well as the challenges in newlinethe adoption so that it can be easy for the business organisation to make strategies accordingly. newlineThe present study, Impact of Digital Marketing on Indian Firms is an attempt in this direction. newlineWith this it becomes important to understand the perception of customers too, as they are one of newlinethe main assets of growth of any business. In this study, the perception of customers towards digital marketing is also studied. And the found results have shown that digital marketing is influencing customers in a great way and also in their decision making.