Vol. 2, Issue 3 (2017)
Challenges and opportunities of digital marketing in India
Author(s): Dr. M Suguna, V Selladurai
Abstract: In the past few years, the internet and digital marketing activities have become one of the fastest growing technologies that playing a significant role in the daily life of human being. Today, digital marketing is one of the most emerging technologies in IT and E-Commerce sector. Though businesses will continue to make use of traditional marketing methods, such as advertising, direct mail and public relation, digital marketing adds a whole new element to the marketing mix. Many businesses are producing great results with digital marketing and its flexible and cost-effective nature makes it particularly suitable for small businesses. Digital marketing is also referred to as Digital marketing (DM), online marketing or web-marketing, means using the internet to market and sell goods and services. Digital Marketing helps to find out the right audience to whom goods and services are to be provided by the business organizations. This paper discusses the challenges and opportunities of digital marketing and the ways to overcome the problems faced. In the first part, the basic concept of digital marketing is presented and analyzed. Second part of the paper is focused on challenges emerging in the new reality. Next part briefly discusses opportunities arising for marketers with electronic environment development. Finally conclusions are provided to find out the challenges and opportunities of digital marketing.