DIGITAL MARKETING IN INDIAN RETAIL: CHALLENGES AND OPPORTUNITIES IN A TRANSFORMING LANDSCAPE

Digital marketing has revolutionized the Indian retail sector, providing businesses with innovative ways to connect with consumers, enhance brand visibility, and drive sales. The rapid penetration of smartphones, affordable internet access, and the rise of e-commerce and social commerce platforms have fuelled the growth of digital marketing in India. Retailers are increasingly adopting strategies such as social media marketing, search engine optimization, influencer collaborations, and AI-driven personalization to improve customer engagement. However, challenges such as high competition, data privacy concerns, digital divide, and rising customer acquisition costs pose significant hurdles. Despite these obstacles, numerous opportunities exist, including the adoption of artificial intelligence, voice search, vernacular content marketing, omnichannel integration, and marketing automation. This study explores the challenges and opportunities of digital marketing in the Indian retail landscape, highlighting key strategies that retailers can implement to achieve sustainable growth in an increasingly digital-driven economy.