Page 40 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

In the linked world of today, digital marketing has become an essential tactic for companies looking to reach
a wider audience. As social media and internet usage increase globally, digital platforms provide previously

unheard-of chances to connect with a wide range of people. As social media and internet usage increase
globally, digital platforms provide previously unheard-of chances to connect with a wide range of people. This

study aims to investigate the effectiveness of digital marketing in reaching a global audience, emphasizing key

strategies, challenges, and best practices. Modern marketers have several opportunities and obstacles when it
comes to selling their goods and services. For marketers, the rise of digital marketing presents a new

opportunity. Digital marketing refers to a marketer's use of electronic media to advertise his goods or services.
Digital marketing provides a channel for marketers to communicate with customers electronically while

offering products or services. The main goal of digital marketing is to facilitate communication between clients

and brands.

Digital marketing is seen as a novel approach to marketing and has given businesses a plethora of new

commercial prospects. Digital marketing allows the marketer to reach out to potential consumers directly,
regardless of where they are in the world. More focus is being placed on using digital media to effectively

advertise to customers as a result of the rise of direct, one-to-one marketing. When thinking about digital

channels, mobile marketing is a recent innovation. Because there are more middle-class customers in India,
the mobile market there is expected to develop at one of the quickest rates in the future ten years, reaching

millions of users. Therefore, studying digital channel advertising would have a significant influence on how
the company is carried on.

The terms "online marketing," "internet marketing," and "Web marketing" are frequently used to refer to digital
marketing. Digital marketing is a popular kind of advertising that uses digital platforms to contact people and

promote a business's goods and services. It includes a broad spectrum of digital media, including mobile
phones (including SMS and MMS), display advertising, search engine marketing, and many more. The

emergence and broad use of internet technologies have revolutionized every day and work-related

communication in society. The term "digital marketing" refers to the new communication tools that are
developing with technological advancements. A corporation that uses digital technology to contact its

consumers might utilize a variety of promotional strategies, collectively referred to as "digital marketing". In

addition to more conventional media like radio and television, it necessitates a suitable selection of goods and
services that use the internet as their main promotional platform.

When we discuss digital channels, we typically think of online social networks such as Facebook, Twitter,
Instagram, and others, as well as virtual platforms like search engines, microblogs, and websites. Existing

communication tools, such as printed journals, newspapers, and the like, as well as visual tools like television

and movies and audio tools like radio, are now referred to as "traditional communication tools" due to the