A STUDY ON DIGITAL MARKETING: A RETROSPECTIVE

Digital marketing has revolutionised the way businesses engage with consumers by leveraging digital technologies such as the Internet, mobile devices, and social media. As digital platforms become more embedded in marketing strategies and consumer habits, businesses increasingly rely on digital marketing to enhance their outreach and efficiency. This paper explores the conceptual framework of digital marketing, its impact on modern business strategies, and practical examples of its implementation. The study highlights how businesses can use digital marketing to expand their market presence, optimise sales processes, and improve customer engagement. Additionally, it examines the role of emerging technologies and customer-centric approaches in shaping the future of digital marketing. By analysing key digital marketing strategies, this paper provides insights for businesses, researchers, and marketers seeking to enhance their visibility and effectiveness in the digital landscape.