Volume : 10, Issue : 11, NOV 2024

CONSUMER BUYING BEHAVIOUR TOWARDS THE DIGITAL MARKETING: WITH SPECIAL REFERENCE TO SIRSA DISTRICT

MS.SHARDA, DR. ASHOK KUMAR YADAV

Abstract

The promotion of brands via the internet and other digital communication channels is known as digital marketing, sometimes known as online marketing. His comprises text and multimedia messages as well as email, social media, and web-based advertising as a marketing channel. Any form of marketing that can be measured by marketing experts across the consumer journey and that leverages electronic devices to deliver promotional messaging. In practice, digital marketing typically refers to marketing campaigns that appear on a computer, phone, tablet, or other device. It can appear in a variety of formats, such as social network postings, paid social advertisements, online videos, display ads, and search engine marketing. Digital marketing is often compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly, television is usually lumped in with traditional marketing. The functions that marketing companies do are also changing. While agencies that began as digital shops are beginning to compete in the traditional advertising industry, so-called "traditional" agencies are becoming stronger at digital marketing. Integrative approaches that relate to a company's whole brand identity are essential to attaining its objectives now more than ever. . Consumers are increasingly more fluent in their movement across channels and in their use of multiple of channels at once. They expect the same from the brands with which they connect. Anyone still thinking in the old „traditional versus digital? dichotomy is sorely out of date. With the accessibility of digital media, customers may now look beyond what a company says about their reputation and instead consider what the media, friends, associations, peers, and other groups are saying as well. Social networking enthusiasts and users are becoming excellent resources for generating referrals. Additionally, bear in mind that referral marketing greatly benefits from the spread of the word and the development of brand awareness thanks to high-quality items. Many people utilise social media to spread the word. The use of digital marketing also results in comprehensive communication coverage while spreading the company's message economically to a large audience. Additionally, various free online marketing and promotion techniques like websites are used. The budget for digital marketing has been judged to be comparably smaller than the budget for traditional marketing. On a limited budget, bulk SMS and email marketing can reach a sizable number of clients. Not only SMEs but also large organizations have used email marketing.

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IESRJ

International Educational Scientific Research Journal

E-ISSN: 2455-295X

International Indexed Journal | Multi-Disciplinary Refereed Research Journal

ISSN: 2455-295X

Peer-Reviewed Journal - Equivalent to UGC Approved Journal

Peer-Reviewed Journal

Article No : 23

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