Page 21 - ICDEBI2018

International Journal of Trend in Scientific Research and Development (IJTSRD)
International Open Access Journal | www.ijtsrd.com

ISSN No: 2456 - 6470 | Conference Issue – ICDEBI-2018

INTERNATIONAL CONFERENCE ON DIGITAL ECONOMY AND

ITS IMPACT ON BUSINESS AND INDUSTRY

Organised By: V. P. Institute of Management Studies & Research, Sangli

The Trend of Digitalization in Marketing and

its Impact on the Customers

Dr. Anand Patil
Associate Professor, School of Business Studies and Social Sciences CHRIST (Deemed to be University),
BGR Campus, Bannerghatta Main Road, Hulimavu, Bangalore, Karnataka, India

ABSTRACT
The firms and the Marketers are faced with new usage of digital mediums throughout their buying
opportunities and challenges within this digitalized decision-making journey, still they do not order many
age. The vital objective of digital marketing is to products online very often.
attract customers and allowing them to interact with
the company’s brand through electronic/digital media. KEYWORD: Digital Marketing, objectives, research
This article focuses on the importance of digital results, Promotion, Effectiveness, mass Customer
marketing for both the consumers and marketers. We Reach, Impact, comparative quantifiable data,
have examined the effects of digital marketing on the statistical data, problems and solutions.
consumer’s buying decision making and Its impact on
firms’ sales. Adding up to this, distinguish between 1.1 INTRODUCTION
traditional marketing and digital marketing are Digital marketing is a type of marketing which is
presented in this paper. This study has described being largely used to promote the products and
various forms of digital marketing, its effectiveness services to reach mass consumers by using digital
and the impact it has on the firm’s sales. The channels of communication. The utilization of the
examined sample consists of reports and analysis electronic means of media by the marketers for
based on the online survey conducted by us to prove promoting their products or services in the market is
the effectiveness and efficiency of digital marketing. the main basis of Digital marketing. Digital
Collected data has been analyzed with the help of marketing stretches beyond the internet/ online
different statistical techniques and tools. The results marketing including sources that do not require use of
have also stated that the consumers have a positive Internet. It involves mobiles/ cells (for both SMS and
view towards digital communication while checking MMS), search engine marketing, visual advertising,
out a product, they get affected from other customer’s social media marketing, and various other forms of
comments and reviews and they do express their post- digital/ electronic media.
purchase experiences over the digital/ electronic
platforms. ‘Website’ is the most used digital medium Through electronic/digital media, consumers are able
of communication while purchasing a product or access to any information at any time and any place
service followed by ‘smart phones’ and ‘social whenever they want. With the emergence of digital
networking sites’. Each stage of consumer’s buying media, consumers do not just depend on the
decision making procedure starting from ‘need company’s brand says but also, they follow the
identification’ to ‘post-purchase’ experience sharing friends, media, association, peers, etc., as well. Digital
is significantly affected by digital marketing marketing is a broader term that refers to the various
communication media with the ‘evaluation’ being the kinds of promotional tools and techniques involved to
most important stage. However, this study has also reach the customers via digital methods of
established that although the customers encourage the technologies.

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