THE NEW TRENDS OF DIGITAL MARKETING AND ITS ROLE IN CHANGING CONSUMER BEHAVIOUR AND MARKET EXPANSION

Abstract

Marketing trends are shifting regularly, especially with the rising number of competitors, buying capacity, regular innovation, increasing platforms and growing needs of the consumers. The online platform has built a strong foundation in India since the accessibility to internet graphed up till date. India is the second largest country after China to have the largest number of internet users till date and the access has expanded ever after the introduction of 4G network concept in India. Such a wide customer base provides robust place for an online market to set up the entire business operations and professionally provide services of handling the online market for several companies who seek to market their offerings online. The research on the topic was necessary to outline the recent trends that are affecting the market behavior on part of consumers and is also leading to the market expansion. The research will also help to identify the base reasons of the traffic of the internet and its conversion from a visitor to a consumer. Digital marketing has changed the face of traditional marketing involving bigger scale of competition in offering the marketing services to the business companies by giving tough competition in terms of design, promotion, providing reliable cardinals of change in market, building strong PR and rapport and creating hard hitting promotional strategies. The early access to internet was meant for military and government specific activities, but in the modern world the general activities only occupy a majority area of a pie chart which depict the usability index of daily internet usage of any random person.