Analysis on How Digital Marketing Influence Consumer Behaviour

Digital marketing is a type of marketing strategy that is gaining popularity day by day. Its use is very prominent as well in today’s time but not many know how to utilise it to its full potential while ensuring no rules or regulations or concerns are violated as such. For this reason, this research was conducted where the various approaches to digital marketing as whole as well as its opportunities and challenges were explored and how these aspects affect a consumer’s buying behaviour was also examined to holistically understand the role digital marketing can play in building or for that matter affecting a brand’s reputation along with its customer relationship that further might cast an impact on attracting and retaining clientele.