A STUDY ON IMPACT OF DIGITAL MARKETING CHANNELS ON CONSUMER BUYING BEHAVIOUR

Abstract

This paper mainly identifies the impact of digital marketing channels on consumers. In recent times consumers have shifted their preferences from traditional marketing to online or internet marketing for better shopping, even buying daily groceries and utilities online. The main objective of this study was to focus on the digital marketing channels such as Search Engine Marketing (SEM), Social Media Marketing (SMM), Content, Mobile, Display marketing, Email, websites that are helping companies to increase their revenues and to attract target audience, to create brand image in this digital world. The author used secondary data such as articles, e-books, journals, websites to identify the research gap and to define the problem statement of the study. This paper also enhances the understanding about the consumer behaviour and their buying decision, as consumer interests have been switched to digital platforms like YouTube instead of TVs and Radios replaced by Spotify make us believe that the change is real. Finally, the author concludes that the businesses need to meet the consumers’ expectations in this ever-changing digital world by implementing various digital marketing channels framework to increase their sales and to create brand image in order to gain competitive advantage.