Impact of Digital Marketing on Business

Abstract

Automated or Digital Marketing is the evolution of products, services and brands online. As the name suggests, Digital marketing can be defined as an outlook, a marketing strategy and branding, carried out through digital platforms like Instagram, YouTube etc. This form of merchandising is generally conductedon websites, social media and mobile devices platforms. Digital marketing is a comprehensive field, including attracting customers via email,, social media, search platforms, content marketing, and more. Online marketing, is also knownas the promotion of brands and targeting customers using various forms of digital broadcasting channels such as: Search engines, websites, social media, email, mobile apps, text messaging, and web-based advertising . In-brief, if a publicity campaign commences by using any of the above online media channels, instead of physical campaigns, it is automated or digital marketing. The research in this paper is based on the secondary data and it focuses on the effectiveness of digital marketing on business brands.