A CONCEPTUAL STUDY ON OPPORTUNITIES AND CHALLENGES OF E-MARKETING IN INDIA

Internet usage is becoming important in many aspects of life and business in the age of globalisation. Nowadays, the internet is well known for providing consumers with a wide range of services relating to different sectors. It is a flexible feature that can assist you in finishing a variety of activities quickly and simply with a few clicks. E-marketing, often known as internet marketing, entails the use of engaging, virtual environments in order to advertise and sell products and services. E-marketing is expanding quickly and changing consumer and market behaviour. This has compelled businesses to use e-marketing as their primary form of advertising and work to satisfactorily address the expectations of their target customers. This study examines the opportunities and challenges involved in e-marketing. The study identified and came to the conclusion that e-marketing is the way of the future since it has benefited from the recent technical advancements that are beneficial not only to the customers but also to the marketers who can reach large customer segments with ease.