DIGITAL MARKETING EVOLUTION AND ITS SOCIETAL IMPACT ON INDIA'S SOFTWARE AND ALLIED INDUSTRIES

The empirical study explores the rapid expansion of digital marketing in India, especially in software and associated line. The rapid evolution of digital marketing, in India, accelerated by the rapid internet adaptation, tele-density and systematic 4G, 5G roll out. Through a dual perspective survey of industry, sales and marketing professionals and OTT (Over the Top) consumers, we gauged the impact of various channels, underlying factors and the impact of regional and cultural composition in this industry. These factors included the local language, local customs and cultural differences and unique local festivities. The data reveals strong customer inclination towards quality of content, flexibility in payment method, stressing the requirement of regional tailored marketing strategies. This study also reveals significant correlations between marketing channels like social media, content and influencer marketing and demographic segmentation, like location, age gender, income group etc. These insights are essential for the marketers to estimate and gauge the success of their campaigns, since go-to-market in India, with western imprint, is always a challenge.