A STUDY ON “EXPLORING THE IMPACTS OF DIGITAL MARKETING

This paper explores the impact of digital marketing and its growing significance for consumers and marketers. It begins with an overview of digital marketing, followed by a discussion of its various channels, a comparison between traditional and digital marketing, and an analysis of the advantages, disadvantages, and overall importance of digital marketing in the modern era. As the world transitions from analogue to digital, marketing is evolving accordingly. With rapid technological advancements, digital marketing, including social media and search engine marketing, is on the rise. The number of internet users is growing rapidly, and digital marketing, reliant primarily on the internet, has benefited the most from this trend. Consumer buying behaviour is also shifting, with a noticeable preference for digital over traditional marketing methods.