Page 1 of 20
Journal for Studies in Management and Planning
Available at
http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 04 Issue 03
March 2018
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 421
Increasing Trend of Digital Marketing in Indian Market
Deepika
Asst. Professor (Commerce)
D.A.V College Pehwa ( Kurukshetra)
ABSTRACT
Digital marketing plays a significant role in today's highly competitive world.
Companies, personalities, even voluntary or religious organizations, use it in some form -
such as Event management, Image management, Internet marketing, etc. either to
promote a product or to promote a point of view. Specifically, marketers will study
consumer behavior in an attempt to understand the many factors that lead to an impact
purchase decisions. Those who develop digital marketing strategies begin by identifying
relevant markets and then analyze the relationship between target consumers and the
product/service or brand. Often, in an attempt to gain insights, marketers employ
techniques borrowed from other disciplines.
KEYWORDS:
Digital Marketing, Consumer, Social Media
INTRODUCTION
The fastest growing media outlet for advertising is the Internet. Compared to spending in
other media, the rate of spending for Internet advertising is experiencing tremendous
growth. However, total spending for Internet advertising remains relatively small
compared to other media. Yet, while Internet advertising is still a small player, its
Page 2 of 20
Journal for Studies in Management and Planning
Available at
http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 04 Issue 03
March 2018
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 422
influence continues to expand every year major marketers shift a larger portion of their
promotional budget to this medium. Two key reasons for this shift rest with the Internet’s
ability to: 1) narrowly target an advertising message and 2) track user response to the
advertiser’s message. The Internet offers many advertising options with messages
delivered through websites or by email.
Handheld devices, such as cell phones, Personal Digital Assistants (PDAs) and other
wireless devices, make up the growing mobile device market. Such devices allow
customers to stay informed, gather information and communicate with others without
being tied to a physical location. While the mobile device market is only beginning to
become a viable advertising medium, it may soon offer significant opportunity for
marketers to reach customers at anytime and any place.
Also, with geographic positioning features included in newer mobile devices, the medium
has the potential to provide marketers with the ability to target customers based on their
geographic location. Currently, the most popular advertising delivery method to mobile
devices is through plain text messaging, however, over the next few years multimedia
advertisements are expected to become the dominant message format.
India has indeed joined the digital marketing league. There is a vast middle class market
numbering as much as 250 million today. The American business week magazine, said in
April, 2008, that there were 8% rich Indian having incomes higher than an average
American. Even time magazine focused on it in a cover features, “Consumer Boom”. If
the consumer, exposed to the advertisement, keeps it at the back of his mind or if in the
case of non-durable makes a trial purchase and is satisfied, it may result in putting the
Page 3 of 20
Journal for Studies in Management and Planning
Available at
http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 04 Issue 03
March 2018
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 423
brand among the most – favoured ones in his ‘evoked set, as stated in the ‘Howard- Sheth model’. Thus, there is a positive perception to advertisements of new brands as
well as to remainders advertisements of older brands. How the consumer makes use of
this advertising communication provided by the marketer is a matter in the purview of
consumer behaviour. Marketing people consider that, advertising is effective promoting
the sales of a company’s products and services. However, the relationship between
advertising and sales is rather indirect.
It is desirable that the marketer should also measure the effectiveness of digital
marketing, and in the face of results, obtained make qualitative changes in his marketing
programme. The appraisal of marketing programmes should result in the business
becoming economically viable. But, the degree of its effectiveness vis-à-vis the amount
spent on digital marketing cannot be measured directly as put rather helplessly by
Wanamaker. The potential buyers make the buying decisions not only due to the digital
marketing they see but also due to many other economic and social factors. The
effectiveness of digital marketing is a function of several variables. The problem is that
the organization cannot measure the impact of one variable alone.
Since digital marketing is widely accepted as a significant marketing strategy, it is
necessary to design digital advertisements in new forms and formats to make them more
effective and accessible through popular media like e-mails, advertisements through
social sites like Facebook. Thus the subject of digital marketing is put to research from
different angles is evidenced by the literature review. This research study adds new
insightful inputs to the promotional strategies of marketing through digital sources.
