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International Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456-6470 | IF: 4.101

This is the current emerging trend in “Modern elements were done before. I would like to explain the
Marketing”. Generally, crucial advantage of digital various elements and how they are important to the
marketing is that it can enable companies to increase digitalization of marketing.
the reach and reduce the costs (Watson et al. 2002;
Sheth & Sharma 2005). According to Chaffey (2011), I. Search Engine Optimization(SEO) :
social media marketing includes “encouraging the used naturally or organically for the search results in
customer’s communications and reviews on Google or, sometimes seen used with Yahoo Bing and
company’s own websites or through its social media any other search engine
presence”. Giese and Gote (2000) finds out that
customer information satisfaction (CIS) for the II. Search Engine Marketing(SEM):
electronic or digital marketing can be framed as a used to drive traffic to any business, or basically from
total of effective responses of different volume that the paid efforts. According any business sturucture, a
follows the consumption and is geared by focal firm would choose pay-per-click that is PPC and cost-
aspects of the sales activities, websites (information per-click known as CPC and the last one cost-per-
systems), digital products/services, after-sales service, thousand impressions CPM model.
customer support and company culture. Waghmare
(2012) had pointed out that large number of countries III. Content creation:
in Asia is taking the benefits of the e-commerce The content creation it is presented in various
platforms through opening up, which is very essential methods in different formats. These formats are blogs,
for promoting competition and the diffusion of the white papers, banners, inforgraphics, how-to-guids,
Internet technologies. Zia and Manish (2012) found videos, webinars, news and updates, images podcasts,
out that at present, buyers in metropolitan cities in case studies, e- books, question answer articles mainly
India are being driven by the e-commerce: these used by various students for different study purposes
consumers are buying consumer electronics, booking and the last is through the social media sites.
travels and books online. Although spending of time
of per online shopper remains low, approximately IV. Social Media Marketing(SMM):
59% online consumers in the metropolitan India The various digital marketing elements here the social
already make purchases through online websites in at media marketing is another element that is used for
least once in a month. driving the traffic to your official sites or the business
through the social media sites. The various sites like
1.2 Objectives of the study : facebook, instagram, twitter, pinterest, google+,
i. To know the different elements of digital linkedin are used to share the information on the
marketing. recent trends of marketing. So we can say that the
ii. To know the global use of social media sites and above mentioned sites are maily used to share the
devices important content through these sites to let the readers
iii. To know the impact of digitalization on the know about the recent marketing. Therefor the content
customers. you share will be seen and if it is proper it will be
iv. To know the impact of digitalization on liked.
marketing.
V. Digital Display Advertising:
3. Research Design: The digital display advertising is seen as a subset of
Source of Data: Primary and Secondary Data the Search engine Marketing. When it comes to
Primary Data: Questionnaire. marketing a business will be seen using various
Secondary Data: Journals, Websites methods which should be effective and necessary for
Sample Size: 100 Customers dislplaying different advertinging formats in order to
Tools Used for Analysis: Tables and Graphs target the right and potential audientce. The kinds of
advertisments which are displayed and shown to the
4. Data Analysis and Interpretation: customers should be attractive and should instinctly
4.1 Elements of digital marketing: catch the eyes of the audience so that they will be
There are various elements of digital marketing but intrested in a perticular product that is being
the recent one are search engine optimization(SEO) marketed.
and search engine marketing (SEM). The rest of the

@ IJTSRD | Available Online @ www.ijtsrd.com | Conference Issue: ICDEBI-2018 | Oct 2018 Page: 14