Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON OPPORTUNITIES AND CHALLENGES OF DIGITAL MARKETING IN CURRENT ERA

K.RAMYA, M.SANTHIYA, DR.P.ISWARYALAKSHMI

Abstract

The proliferation of digital technology has revolutionized marketing practices, creating a dynamic landscape marked by both opportunities and challenges. This paper delves into the transformative power of digital marketing, emphasizingthe ways in which businesses can leverage digital platforms to enhance their reach, engagement, and overall performance. Key opportunities identified include enhanced targeting through data analytics, cost-effective advertising, real-time customer engagement, and the ability to measure and analyze campaign performance. Furthermore, the paper examines the democratization of marketing, allowing small and medium-sized enterprises to compete with larger corporations on a more level playing field. However, the rapid evolution of digital marketing also presents significant challenges. The study explores issues such as data privacy concerns, the saturation of digital channels, and the ever-changing algorithms of social media platforms and search engines. This paper concludes by suggesting strategic approaches for navigating these challenges, thereby enabling businesses to maximize the benefits of digital marketing in the current era.

Keywords

DIGITAL MARKETING, TECHNOLOGICAL ADVANCEMENTS, CAMPAIGN PERFORMANCE, CHALLENGES OFMARKETING, PERFORMANCE EVALUATION.

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