Authors : Anindya Saha; Abhishek Bhattacharjee

Volume/Issue : Volume 8 - 2023, Issue 6 - June

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://tinyurl.com/5euremfy

DOI : https://doi.org/10.5281/zenodo.8166577

Abstract : The objective of this review paper is to examine the profound impact of digital marketing and its significance for both consumers and marketers. Commencing with an introduction to digital marketing, this paper proceeds to emphasize the various channels employed in digital marketing, distinguish it from traditional marketing, and explore the advantages, disadvantages, and significance of digital marketing in today's era. The world is undergoing a transition from analog to digital, and marketing is experiencing a similar transformation. With the continuous advancement of technology, the utilization of digital marketing, including social media marketing and search engine marketing, is on the rise. This surge can be attributed to the rapid increase in internet users, as digital marketing heavily relies on online platforms. Consequently, consumer purchasing behavior is undergoing a shift, with a growing preference for digital marketing over traditional marketing approaches.

Keywords : Digital marketing, internet, online advertising, internet marketing.