Digital Marketing: Role of Modern Marketing Techniques in Building Brand Awareness

Abstract

With the advent of the Internet, the term Digital Marketing has come into existence. Various techniques of digital marketing have transformed the world of marketing for the better. This study aims to understand the concept of digital marketing and its various techniques and tries to find out the best technique of digital marketing for building brand awareness. The sample of sixty respondents (Millennials and Generation Z) has been taken into consideration. The findings show that social media marketing is the best digital marketing tool to target the youth and Instagram is considered the best social media platform to build brand awareness as most of the youth prefer to use Instagram over other social media platforms.