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 PART I: INTRODUCTION TO DIGITAL MARKETING

Digital Marketing is the marketing of product or services using digital

technologies, mainly on the internet, but also including mobile phones, display
advertising and any other digital medium. All marketing strategies that utilize
electronic devices or the internet fall under the umbrella of digital marketing.
This field is also referred to as "online marketing," "internet marketing," or
"web marketing" (Dr. Vaibhava Desai)

Companies leverage various digital platforms, including search engines, social

media networks, email communications, and their own websites, to establish
connections with existing and potential customers. The promotion of product or
brand via one or form of electronic media is called as digital marketing.

Digital marketing strategies can encompass a range of advertising mediums.

These may include promotional efforts conducted through internet-based social
media platforms, mobile devices, as well as digital, television, and radio
broadcasting channels. Digital marketers will monitor things as what is being
viewed, how often and for how long, sales conversion, what content are
required and will work or not etc.
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With the use internet technology, as a mail channel source, the closely
associated with digital marketing. Digital marketing such as – wireless text
messages, mobile instant messaging, mobile apps and podcasts etc. Digital
marketing is different from normal marketing as it uses channels and methods
which allow an organization to analyse marketing strategies with campaigns and
understand about working in real time. It is important as it is a fastest growing
force in present marketing playing field and useful for future by replacing
traditional forms and uses digital methods of communication which makes
marketing faster, more adaptable, practical and smoother. With the occurrence
of digital revolution, the advancement of technology results from analogue
electronic and mechanical devices to digital technology. (Prof. Abhishek Rai)

In said words by Pride & Ferrel (2013), they have concluded that “Digital
Marketing is a technique by which we can use available social sources that
includes the Internet, and other means of communication to establish a bond
with a consumer.”.

Digital marketing helps in connecting with customers and are available 24/7.
The digital marketing is important as it not only a fastest growing force in the
present marketing field, but it sets as future of marketing and can soon be able
to replace traditional forms all together. The facts are that digital methods of
communication and marketing are faster, more adaptable, practical and smooth,
so it could be predictable that once the technology became available, we began
quickly moving into the digital age.

The use of social networking sites and platforms to advance an organization's

goals for the benefit of recipients is known as digital marketing. Internet
marketing initiatives that back up promotional campaigns. Brand communities
are groups of all sizes that respect the brand they have established and value the
individual and collective values of their members through online interaction.

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The Internet-based extension of traditional marketing, including its tools and
techniques, has been referred to as digital marketing in the past. The good news
is that digital offers as much potential to marketers as it does to consumers.
Also, it is seen that digital marketing is absolute more affordable as compare to
traditional offline marketing methods. An e-mail or social media campaign will
able to communicate marketing message to consumers in lesser cost as compare
to TV ad or print campaign and can potentially reach to wider audience. (Prof.
Jaipal Gaikwad)

Over time, it has changed from being a phrase used specifically to describe the
marketing of goods and services through digital channels to becoming a general
term used to describe the use of digital technology and build customer
preferences, promote brands, retain customer and increase sales. (Financial
Times). Digital marketing basically refers to any marketing campaign that is
conducted on digital platforms with digital sources.

The new communication capabilities given by the Internet are gradually being
acknowledged by people. They're connected to the Internet to participate in
debates by sharing their ideas, opinions, and other resources, in addition to
finding information on a variety of websites. Social media is linked to platforms
for exchanging ideas, expertise, and information. Since digital tools make
marketing simpler, digital marketing is one of the quickest ways to start and
grow any organization globally. In a shorter amount of time, it reaches a big
number of clients worldwide. Social media and email marketing are the most
widely used digital marketing strategies globally. Customers who are drawn to
promotional offers are the target audience for email marketing. Customers who
consent to those who receive email marketing are more likely to be more
inclined to make a purchase. Additionally, social media affects consumer
involvement, which is crucial for raising the probability of buy intention (Putter,
2017).

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 EVOLUTION OF DIGITAL MARKETING

Digital marketing has always been inseparably from technology advancement.

One of the key elements is the beginning in 1971, when Ray Tomlinson
delivered the first message and his software established the place for people to
transmit and receive data via multiple machines. The more identifiable era is in
the beginning of Digital Marketing was 1991, as the Archie browser was
developed as an archive of file transfer protocol (FTP) pages. Computer
memory space had already been high enough to hold huge amounts of
customers data.

Instead of using restricted list brokers, businesses started using digital tactics
like advertising servers. These databases enabled businesses to monitor
customer data more efficiently by improving the interaction among buyers and
sellers.

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In the 1990s, the term "digital marketing" was first used. With the appearance of
server and client computing and rise of desktop computers, consumer
relationship management systems had become a major part of communication
technology. Strong competition pushed companies to include more features in
their apps, such as advertising, marketing and sales implementations. Marketers
have owned large online customer information through E-CRM systems after
the web was created.

Organization should review clients need information and improve their

satisfaction. This led to its first searchable banner ad getting listed in 1995,
Back to the 19th Century in USA.

With ever more Online users as well as the launch of iOS in 2001, consumer
began to search for goods and to make decision about their desires digitally
first, instead of reaching out to a sales representative, presenting a new obstacle
for a company's marketing department.

In 2002 showed that all stores had not yet declared their individual domains
addresses. Such issues made advertiser to seek new ways to develop a
business.To address the aforementioned challenge, the concept of business
intelligence was introduced in 2008. This initiative implemented diverse
marketing approaches across multiple channels and gathered customer
information.

In 2000 as well as in 2010, online marketing had become more complex, as the
explosion computers capable of receiving digital content contributed to rapid
growth. In 2013 and 2014 both demonstrated advancements in digital marketing
tactics.

With advancement of technology network like LinkedIn, Instagram, Youtube,

Twitter, customers in an everyday life heavily dependent on digital system.
They wanted smooth customer experience through multiple channels to find

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information of products. Consumer behaviour transition increased advertising
innovation diversification.

People often recognized digital marketing, social media marketing and network
marketing is providing value to their life. Online marketing has gained good
coverage over decades.

Internet advertising is still common in many countries. Throughout Europe,

online advertising is called Internet Marketing. Global online marketing became
most general term, particularly after 2014.

Around the world it was said that Trillion Of consumers has used digital
marketing to serve the purpose of Ads at digital platform which has helped them
to expand their respective businesses as world was going more digital day by
day, month by month , year by year passing down , so it helped them in a great
way and that became a very powerful measure of marketing in today’s
generation and that’s how marketing digitally by social means has evolved.

In other words, we can conclude that, Digital content was projected at trillion
amounts on online ads. Annually multimedia expenditure, rising 50 percent in
2012 and giving evolved touch to digital marketing for new ages as well and
furthermore expanding that percent into more. (Dr. Antony Puthussery)

As result of which, Digital marketing has evolved more than ever so in

upcoming generation regarding to the case of 2012 making that trillion no
doubled. That’s how we would conclude the evolution of digital marketing into
our lives.

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 SIGNIFICANCE OF DIGITAL MARKETING

I. GLOBAL REACH: Digital marketing helps marketer to reach consumer

through websites allows to find a new market and also trade globally by
doing small investment. It helps the businesses to develop good relationship
between the companies and their current potential customers. They can also
attract new customers through their websites where they can provide product
information.

II. BRAND AWARENESS: By providing information about their product

through their websites. They can aware the customers about the new
products. The customer can purchase only those products which they are
aware about the brand. Digital marketing helps to create awareness about the
brand by using unique selling proposition.

III. INTERACT WITH CUSTOMERS AND SOLVE THEIR PROBLEM:

Digital marketing helps marketer to interact with their customers through
social media pages and websites. The customers can discuss their problems
with live chat access. The marketer can make suggestions by fulfill their
needs and associate customers on a positive level with the digital marketing.

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 IV. COST EFFECTIVE: The main advantage of digital marketing is cost
effectiveness. Cost effective means achieving significant results and
maximising return on investment with a minimal budget. When you want to
promote your business locally or internationally, digital marketing provides
with cost effective solution. It also allows smallest companies to compete
with larger companies using highly targeted strategies.

V. MULTIPLE STRATEGIES: There are multiple strategies of digital

marketing that can be used by different type of businesses. A B2B business
are more interested in gaining international leads have a totally different
strategies than a B2C local business selling clothes. Some companies can
benefit more easily from content marketing & search engine optimization
and other companies can benefit from conversion-based ad campaign.

VI. INTERACT WITH MOBILE USERS: Nowadays people carry their

devices such as smartphones, tablets and laptop computers with them
wherever they go. By using SMS marketing to send promotional messages.
Almost all websites are designed to be easily accessible on Mobile devices.
Mobile users may be more important than ever before and the chances are
that mobile users will make a purchase.

VII. E-COMMERCE GROWTH: With the increasing of online shopping the

digital marketing is important for driving sales and customers attraction and
retention. Mostly consumers rely on digital channels like Amazon and
Flipkart for purchasing the products. E-Commerce helps increase their brand
visibility, reach and driving traffic to their websites.

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VIII. FLEXIBILITY & ADAPTABILITY: Digital marketing helps businesses to
quickly adjust the strategies based on the customers feedback, trends and
market demand in sharing continued relevance. The marketers can allocate
resources to test these new channels and evaluate their effectiveness. The
marketer should dedicate to read industry blogs, attend webinars or
experiment with new tools.

TOOLS USED IN PROCESS OF DIGITAL MARKETING

As there are various stages in this process. Every stage of process uses
different tools for various purposes.

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 REACH: The very first part of this process would be finding tools to
reach out to the customers and making them aware of the brand and
product we are trying to introduce. For example, Google Analytics,
Neustar, Google Trends etc tools that helps in data management and also
targeting the right audience and developing analysis that helps in reaching
out to maximum people. Also, in this we do compare the site interactions
of consumers all around the social media platform to have a nice number
of audiences actively visiting that platform.

 ACT: In the ACT part, we use tools that engage website interaction and
ux tools, handling content management systems, developing the website
by using blogging tools and CMS, In this part we develop a website that
will engage consumers into visiting the site and research about the
product and have excess to its information as well like oracle, Drupal,
bynder etc. that helps in testing the website and also sending onsite push
notification.

 CONVERT: In this part, we convert the potential customer into buying

and purchasing the products with 100% satisfaction rate, by also initiating
customer feedback policy, so we can get reviews about the product and
we can make the positive note out of it. Through this we can build
customer trust by providing direct customer support through
communicating by live chats and messaging by using tools like, Live
Chat, Call Rail, Google Optimize etc. that helps in making direct connect
with the consumers and reach out to them anytime and anywhere.

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  ENGAGE: The final part of developing a successful digital marketing
process is engaging the consumers on the digital marketing platform by
providing them with using tools that support social media publishing and
listening focus to the targeted audience, It also have the tools of
generative AI that helps in analysing information collected from different
sources that helps in betterment of the production and marketing basis.
For example, Zendesk, Freshdesk etc.

VARIOUS PLATFORMS OF DIGITAL MARKETING

 SOCIAL MEDIA MARKETING PLATFORMS: Nowadays consumers

are mostly reliant on social media platforms such as WhatsApp, Instagram,
Facebook and Snapchat. It allows marketers to reach their prospects in a
multiple way. The marketing teams can use these channels for distributing
paid ads and sponsored content. The businesses uses social media for driving
traffic and enhance the brand awareness of the customers (De
Pelsmacker,2018). Social media strategies to target their audience for
products and services (Cummins,2014). Social media allows people to share,
create and exchange information & content with others. For example:

 Facebook: It provides to establishes online presence through brand pages.

This platform helps for building, facilitating discussion and interaction
among like-minded individuals. Facebook messengers is valuable for
customer support and interaction.

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 Instagram: The best feature of Instagram is “stories” functionality. The
users can share the content through Instagram and it offers to great
opportunity for engaging their audience in real time. The brand can tag their
products in stories with using unique hashtags.

 AFFLIATE MARKETING AND INFLUENCER MARKETING: One of

the important digital marketing strategy of recent times is affiliate marketing
and influencer marketing. Businesses need to target specific audience for the
purpose to promote their products to customers (loanas,2020,23). It involves
partnering with other websites and promote products and services with the
help of unique links and in return they earn commission for each sale
generated with the help of those links. The recommendation is generated
with the help of affiliate market is very helpful to attract new customers
towards the products and services and also easy to track for the customers.
For example: Amazon affiliate marketing is one of the world largest affiliate
marketing programs. Amazon shared their products and services on their
websites or apps for the sale and receive compensation their sites generate.
Influencer marketing is similar to affiliate marketing in some distinction.
Influencer marketing means collaborating with social media personalities
for the promotion of products and services by creating content that resonates
with their audience through sponsored posts or product placements.
Influencers endorse the products for the brand and make acceptable to the
customers (Klieb,2019). For example: Dove expanded its influencer
community to help champion the brand value of inclusivity and body
confidence. Influencer marketing campaign combined lead to impressive
success on Dove’s social channels.

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 CONTENT MARKETING: Content marketing is an crucial part of digital
marketing that generates effective SEO (search engine optimisation) results
for the websites. The content marketing strategies is used to attract leads that
convert into customers. Content marketing is a strategy where business
create and distributes valuable, relevant content like videos, blog posts and
social media updates to attract, engage, and retain a target audience,
ultimately building brand awareness and trust without directly selling a
product or services, often aiming to establish expertise in a specific field.
The quality of the content that is shared on the websites to attract the target
audience is easily proficient through using an established content marketing
strategy (Bleier,2015).

The expected customers generate potential value through the product and
services offered through written material marketed using e-books,
newsletters, videos, whitepapers, and blogs (Watson,2020). The content used
in digital marketing must be easy to understand, relevant, and interesting
(Chaffey,2019). For example:
 Zomato is a restaurant locator mobile app available in 24 countries. The
company uses comical aspects in its marketing strategies It creates and
shares images specifying popular culture, as this recent example spoofing an
Oscar-nominated film show. They are creative & simple and entertaining
proving that a minimalist approach can do the trick.

 PAY -PER- CLICK MARKETING: Pay-per-marketing is the most

authorize form of digital marketing where the fees paid against the click on
the digital ads. It refers to a digital advertising model where businesses pay a
fee as a user clicks on their ads. The payments are made by targeted ads
running and allowing people as the target audience to view the ads
(Sudha,2017). The most common and adjustable form of pay-per-click is

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 search engine advertising that are link with Google and other relevant search
engines. The ads are useful for establishing a connection with the customers
on various factors such as landing page quality, keywords, quality of ads and
bid amount (Solomon,2017). It is a way of buying through visit on a website
rather than earning them organically through SEO. In this the ads are shown
based on demographic, behaviours and interests. PPC regular track the
performance and adjusting a campaign to improve return on investment. The
various social site networks such as Facebook, Instagram, Reddit, LinkedIn
adopted pay per click as one of their advertising models. For example:
 Search engines: The most visible example of PPC is on search engines like
Bing and Google. You can purchase different types of a ads, to appear in
different part of the search engines.

 The PPC model is also used all over social media, such as Facebook and
Instagram. The above are the places most likely to see PPC ads and can find
it on any websites that offers a paid advertising model.

 E-MAIL MARKETING: Digital marketing uses email to communicate

with potential and existing customers for promoting products and services. It
is another form of marketing that can make the customers on your email list
aware of discounts, new products, and other services. E-marketing is
efficient and simple where promotional message is drafted and sent to a large
number of prospects click. The implementation of e-marketing is complex as
customers do not prefer messages that block or spam their inboxes
(Rahman,2018). The content that is shared through emails need to be
distinguish and personalized (Chang,2014). E-marketing using the internet to
promote your products and services and it has a potential to connect you
with massive audience. E-marketing allows a portion of a larger audience

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 that can be easily transform into prospects. Even though there are a lot of
ways for businesses to communicate with their clients these days, nothing
beats a well-written, strategically placed email.
For example:
 Pizza Hut: By providing your subscribers with incentives on their birthdays
and anniversaries, you may increase sales, foster trust, and express gratitude.
 Starbucks: Starbucks greets guests with sentiments of gratitude while
outlining the features and advantages. Starbucks is a well-known coffee
company that is renowned for its extremely captivating advertising.

PART II: CONSUMER BEHAVIOUR

The kingmaker of businesses is the customer. The shift from a local to a

worldwide financial perspective during the era of development has increased the
role of consumers, which is unavoidable in contemporary global economies in a
free market. When faced with market decisions, economy buyers are well-
informed, educated, and capable of influencing the market through their logical
choices. The interaction process is quick and easy because the buying decision
is made on the spur of the moment.

By setting SMART goals, organizations are able to develop a digital marketing

plan for their company. This particularly, guarantees that the client is able to
interact with the philosophy, understand the brand, and produce sales right away
(Pappas, 2016, 19). Without causing the marketing process to stall, the audience
is instantly transformed into prospects. The brands must determine who their
target market is and create a marketing strategy that appeals to them.

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Standard shopping routines, disposable income, and the proportion of younger
people have all changed significantly. The shift in the mindset around the
shopping, accent and shift the focus from value consideration to trendiness,
quality, and design. Customers now use their desire to feel and look fantastic as
a deciding element when making decisions about what to buy.

CONSUMER DECISION MAKING PROCESS

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1. NEED RECOGNITION (awareness): Since every transaction starts when
a consumer realizes they need a product or service, this is the first and most
crucial step in the purchasing process. Finding a need or issue that has to be
resolved is the first step. Ads and societal pressure are examples of external
causes that might cause this, as well as internal ones like hunger or thirst.

2. SEARCH FOR INFORMATION (research): Customers research goods

or services that could be able to satisfy their demands. Consumers once
more rely on both internal and external aspects while studying their options,
in addition to their prior experiences—both positive and negative—with a
product or brand. During the knowledge phase, customers might peruse
choices in person or go to internet resources like Google or user reviews.

3. EVALUATION OF ALTERNATIVES: Prospective customers have

established criteria for what they desire in a product as part of the consumer
decision-making process. They now compare their potential options to
similar alternatives. Lower costs, more features, product availability, or
anything as individualized as colour or style choices are some examples of
alternatives.

4. PURCHASE DECISION: The purchase is the moment the customer has

been anticipating. Customers should rationally decide which product or
service to buy after gathering all the information, including reviews from
prior clients. The customer will choose to buy your product after realizing it
is the greatest choice.

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5. POST PURCHASE EVALUATION: Both the buyer and the seller must
reflect throughout this phase of the decision-making process. You should
attempt to measure the following as a seller:

 Was the consumer's identified need satisfied by the purchase?

 Is the buyer satisfied with what they bought?
 How can you stay in touch with this client?

These stages need to be crucially understood so as to develop a successful

digital marketing process.

TYPES OF CONSUMER BUYING BEHAVIOUR

The study of how people choose which goods and services to buy, to use, and to
discard is known as customer behavior. It includes the behaviors, inclinations,
and desires that impact these choices, offering useful information to companies
trying to successfully satisfy customer demands. Organizations may quickly
adapt and keep a competitive edge by identifying new trends and changes in
market dynamics through the analysis of customer behavior. In an ever-
changing corporate environment, this knowledge stimulates innovation,
improves consumer satisfaction, and builds brand loyalty, all of which lead to
growth.

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  COMPLEX BUYING BEHAVIOUR

When buying high value or expensive products, customers tend to display

complex and deliberate purchasing behaviour. Complex buying behavior refers
to a type of consumer behavior that involves a high level of involvement, risk,
and deliberation in the purchasing decision-making process. This type of
behavior is typically associated with expensive, infrequent, or high-stakes
purchases. Before making an investment, consumers will conduct extensive
research. When purchasing a costly or unfamiliar goods, consumers act very
carefully.

For instance, a consumer's first car purchase is a significant choice because it

carries a significant financial risk. A lot of consideration goes into how it looks,
how his friends and family will respond, how purchasing the car would affect
his social standing, and so forth.

 DISSONANCE – REDUCING BUYING BEHAVIOUR

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Consumer involvement in dissonance-reducing purchasing behavior is very
strong. High costs and occasional purchases could be the cause of this.
Additionally, there aren't many options available, and brand differences aren't as
great. In this kind, a customer purchases a product that is readily available.
Customers will have few options and be pushed to purchase products, which
will limit their ability to make decisions. Customers purchase certain things
without conducting much investigation because of the products that are offered,
time constraints, or financial constraints.

For instance, a customer searching for a new camping-friendly collapsible table

rapidly selects the product from a small selection of manufacturers. The primary
factors in this case will be his available money as well as the functionality and
characteristics of the foldable table.

 HABITUAL BUYING BEHAVIOUR

When consumers exhibit low involvement in purchased decision, it typically

characterizes habitual buying behaviour. In this instance, the consumer is only
noticing a small number of noteworthy brand distinctions. Customers rarely
give their purchases much attention when they are purchasing items that they
will use on a daily basis. They either purchase their preferred brand, the one
they frequently use, the one that is offered at the store, or the one that is the
least expensive. Print, television, and radio media all have an impact on habitual
purchasing behavior. To boost brand recognition and familiarity, decision-
makers should utilize consistent and repeated advertising efforts.
For example: When a consumer purchases an ice cream, he usually chooses the

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flavour or taste that he like without really investing any time or effort. A lot of
goods fall into this category. This product category includes items like cakes,
chocolates, drinks, and more.

 VARIETY – SEEKING BUYING BEHAVIOUR

Consumer involvement is low in variety-seeking behavior. Customers

frequently switch brands here. Customers may be motivated to try new products
due to curiosity or boredom, as the cost of switching negligible. A variety-
seeking buyer is a type of consumer who actively seeks out new and different
products, services, or experiences. They tend to get bored with routine and are
motivated to try new things. Customers here typically purchase a variety of
goods primarily out of a desire for variety rather than disappointment.

For instance, a customer prefers to purchase cookies and select a brand without
giving it any attention. The same customer may select a different brand the next
time if they want a different flavour. Brand swapping happens frequently and
unintentionally.

FACTORS INFLUENCING CONSUMER CHOICES

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1. PSYCHOLOGICAL FACTORS: Consumer behaviour is greatly
influenced by the intricate and varied field of human psychology. Our
internal psychological processes are essential in directing our behaviour
from the time we learn about a product or service to the point at which we
decide to buy it. Consumer behaviour is significantly influenced by
psychological elements such as motivation, perception, learning, and
attitudes and beliefs.

 Motivation: Motivation, the inner urge that pushes us to pursue

fulfilment, is at the core of consumer behaviour. Maslow's Hierarchy of
Needs states that people are driven by a variety of needs, starting with
fundamental physiological necessities, safety needs, social needs, esteem
needs, and self-realization needs, when the one need gets fulfilled the
individual moves to the further step to fulfil (Hasslinger, 2007)

 Perception: Perception, as we know is a process by which individuals can

select, organize, and interpret sensory inputs to form a meaningful picture
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 of the world that revolves around them. In the context of consumer
behaviour, we can say that perception plays a crucial role in how
individuals evaluate products and services that helps them understanding
the behaviour of market and business.

 Learning: Learning is the process by which people pick up new

information and adjust their behaviour in response to experience. It can be
defined as the act that can change human behaviour (Kotler,2007).
Consumer can learn through classical conditioning, which links a product
to a specific stimulus, or operant conditioning, which teaches them from
the results of their actions.

 Attitudes and Beliefs: Consumer decision-making is fundamentally

based on attitudes and beliefs. Beliefs are the knowledge people have
about goods, services, or brands, whereas attitudes are long-term
assessments of these things. Inference, information from outside sources,
and firsthand experience all play a part in the creation of these attitudes
and beliefs.

2. SOCIAL FACTORS: Humans are social creatures, and the individuals in

their immediate vicinity have a significant impact on them. Our social
circles, family, and friends influence our tastes, attitudes, and, eventually,
our purchasing habits from the time of our birth. It includes various kinds
of affiliates like development of knowledge, property and also classes are
identified as class structure (Kotler,2007)

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 Family: Our own tastes and behaviours are shaped by the early
experiences we have watching our parents and other family members
make purchases. The family still has a big impact on our purchasing
decisions as we get older, with different family members having differing
levels of influence, the choice of consumables and the behaviour of
purchasing them differs at levels which also effects the consumer
behaviour on the market basis.

 Reference groups and social networks: The people that a person

associated and identifies with, such as friends, coworkers, or social
clubs, are known as reference groups. Since people frequently want to fit
in with the tastes and conventions of their peers, these groups have a
significant influence on consumer behaviour. As people share
information, suggestions, and views about businesses and products,
social networks—both online and offline-amplify this effect.

 Roles and status: Consumer behaviour can also be influenced by social

standing, which is frequently linked to elements like money, occupation,
and education. In order to preserve their standing and demonstrate their
achievement, those with higher social status could be more inclined to
buy upscale products or services.

3. CULTURAL FACTORS: A society's common values, beliefs,

conventions, and behaviours are all considered cultural factors. The
cultural context in which brands operate frequently influences the
decisions made by consumers when they interact with them.

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 Culture: The collective mental training that sets one group of people apart
from another is referred to as culture. It includes the standards, customs,
and values that direct behaviour in a community. Because cultural variables
determine what is deemed desirable or acceptable in a community, they
have a significant impact on consumer behaviour.

 Subculture: Different subcultures and smaller communities that share

unique ideas, attitudes, and practices can be found within larger cultural
groups. Subcultures can be characterized by shared interests, geography,
religion, and ethnicity.

 Social class: How status affects purchasing decisions

Numerous characteristics, such as family history, occupation, education,
and income level, influence social class. Brand choices and consumption
habits are influenced by social class in addition to purchasing ability.

4. PERSONAL FACTORS: Individual differences in personal

characteristics result in a range of viewpoints and actions in the
marketplace. Age and life stage, profession, income, lifestyle choices,
personality traits, self-concept, and gender are the main personal
determinants.

 Age and lifecycle stage: It influences buying patterns at various periods of

life, age is a significant factor of consumer behaviour. Teenagers, for
example, frequently like technology, fashionable apparel, and cosmetics
that represent their peer pressure and social identities. Middle-aged buyers,

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 on the other hand, might prioritize family-related expenditures like homes,
cars, and educational materials for their kids.

 Occupation: When it comes to goods and services, different occupations

frequently prescribe certain preferences. For example, a healthcare
professional might place a higher priority on buying premium scrubs or
medical equipment. The kinds of brands that consumers are drawn to can
also be influenced by occupation.

 Income: The purchasing power and spending patterns of a consumer are

directly influenced by their financial status. People with higher incomes can
afford luxury items and first-rate services since they often have more
money to spend. On the other hand, customers with lower incomes tend to
be more price conscious and give priority to necessities like clothing,
groceries, and household goods.

 Lifestyle: An individual's interests, activities, values, and attitudes are all

part of their lifestyle. By determining the kinds of goods people decide to
buy, it has a big impact on consumer behaviour. For example, consumers
who are concerned about their health might look for products connected to
fitness or organic foods that support their wellness goals.

5. ECONOMIC FACTORS: The consumers choices will be affected by the

consumers wealth. Some consumers are highly price sensitive about
purchasing their needed products and services. These do rely upon the
factors considering their lifestyle like relying upon on the amount of
earnings as in their lifestyle, amount of retaining and also the products and

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 services solely used by them at the time of need or sometimes at the time
of want. (Hasslinger,2007).

 Personal Income: A person's purchasing power rises when their disposable

income the amount left over after meeting essential expenses and
fundamental needs increases. Customers can spend more on a range of
goods, including discretionary purchases. On the other hand, spending in a
variety of areas declines when disposable income declines.

 Family Income: Family income as a whole has a avalauble effect on this

matter as A household that has several sources of income has more money
available to spend on necessities as well as indulgences that is needed for a
sustainable life. But on the other hand, this extra money may persuade
family members to spend it on things like entertainment, luxury goods, or
trips which are not necessarily needed in their lifestyle but as a source of
entertainment and fun, they do spend it, and it is the point of effect where
they might not have otherwise thought to buy.

 Consumer credit: Easy access to credit, made possible by bank loans,

credit cards might encourage consumers to spend more on luxuries and
comforts. Customers may be more likely to make purchases that they might
have otherwise avoided because of financial limitations when they are
given the choice to postpone immediate payment or stretch it out over time,
but with the help of credit cards they are likely to spend the amount to buy
things that are even of no use at that time.

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 PART III: RELATIONSHIP BETWEEN DIGITAL
MARKETING AND CONSUMER BEHAVIOUR

Digital marketing plays a very vital role in terms of affecting consumer

behaviour at many levels. In regards to relationship between digital
marketing and consumer behaviour we can say that after the digital era in
today times, digital marketing plays a direct role in influencing the
consumer behaviour on market basis and business basis.

Digital marketing has a crucial role and effect on consumer behaviour

stating that digital marketing provides access of information to the
customer directly to the market and its products even when sitting at home,
this particular practice influences the customer to be engaged in marketing
on the digital platforms and also be influenced by researching about the
product and also using the information on comparative basis on different
platforms.

30
Digital marketing also influences the consumer on purchasing the goods at
anytime and anywhere which particularly is easy to b buying and browsing
goods comparing prices and then finally purchase those said items
meanwhile having coffee at home rather than going to the market.

The rapid growth of technology in market has increased the profit of

marketers as they don’t intend to make billboard announcements anymore
as they intend to be posting on social media and attracting a huge amount of
viewers in viewing their goods with less cost of production. They have also
influenced consumers by newly technological based advertisements of
particular products. This is a great way of digital marketing impact on
consumer behaviour.

In today times, companies are more focused on creating extremely

attractive advertisements to introduce their new products like as we see on
social media platform like Youtube, Instagram, where companies are more
into engaging the customer to pay visit to their accounts by doing paid
advertisement which is budget friendly than the billboard announcement,
they have exchanged it with.

There was research stating that above 80% if the viewers are more engaged
in social media platforms which is form of digital marketing to research out
their needful products rather than going out in the market directly by
themselves as they can practice research and comparison with a single click
sitting on their couch.

31
 ROLE OF DIGITAL MARKETING ON CONSUMER
BEHAVIOUR

 INFORMATION ACCESS: With the use of digital marketing, now

the consumers are able to easily access the digital platforms to get
information about their respective goods and consumables online, This
also has a direct impact on buying decision of consumer towards the
product.

 ENGAGING CUSTOMERS: Digital marketing has a direct role as

it has the increasing influence on consumers as todays the digital era
where everyone is very much likely to use digital media for their own
purpose, so the engagement rate also growth day by day.

 TARGETING IMPULSE BUYERS: Through digital marketing,

companies directly target the impulse buyers by giving them a sense of
urgency to purchase the products as soon as possible like offering the
viewers soon ending deals to create urgency.

 MAKING CONSUMERS AWARE OF THE BRAND: Digital

marketing helps to spreading the awareness of the brand as it helps to
reach out to millions of people by providing the products and information
on them at once.

32
 REVIEW OF LITERATURE

 Rohm & Hanna (2011)

In their respective study, their main objective was to focus more on the
marketing dynamics on the digital marketing and traditional marketing concepts
in comparison. They have suggested techniques that help to lay target on
changing the respective techniques in the marketing keeping in mind the
customer relationship to the market and marketers as well. As a result, this
concept of digital marketing has targeted the young audience as in influencing
them more to adapt to the measure of digital marketing to make their products
more popular. Implication of this has also affects the marketing strategies in
relation to the customer buying behaviour to an extent. In this research, 45
people have volunteered as respondents.

 Anupama Munshi (2012)

Munshi’s main objective was to understand he dominant effect of digital
marketing on terms of consumer buying behaviour. He suggested that Digital
Marketing should be used as a powerful tool that helps the customer as well as
the marketer in making a trustable connection by giving them services and
listening to their queries at other ends. As a result of which, Marketing is
evolved at a rapid speed in terms of digitalisation of products, now as globally
world is becoming more digital by using social network, digital marketing is
also changing the game at rapid speed. This has also opened gate for
government in producing great opportunities for people.

33
 Sanjay Bhayani (2014)

The main aim of this research paper was to understand the after effects of social
marketing coming into our lives in respect towards traditional marketing.
Through this study we understand that there is a huge impact of digital
marketing on people rather than traditional marketing which has become nearly
extinct. By using this information, people have changed their mindset about
offline purchase and has been active in the online sector of marketing. As a
result of which we are understanding the market rule of digitalisation. This data
has been collected by 89 respondents.

 Vachani & Vallabhbhai (2014)

The effectiveness of e-marketing and traditional marketing is compared and

contrasted in this study. Customers' e-marketing preferences and usefulness are
measured. The study emphasizes the degree of satisfaction of online shoppers as
well as the many disadvantages of online companies. Globally, the marketing
trend is moving away from a strictly traditional store structure and toward a
combination of physical and virtual retailers. The internet is an essential
component of a marketer's service offering. For any company organization to
succeed and remain viable, customer satisfaction is crucial.

 Dr. Simran Kumari (2015)

In this research paper, the author had taken the main objective of study is to
emphasis on the awareness of using digital means of purchasing. Through this
research paper, we tend to understand the difference between mechanism of
traditional marketing and digital marketing. Author has suggested to use
methods that helps us to know more about the digital market and makes
34
consumer more aware of the digital means. As a result of which, Companies can
influence people more into buying their brand digitally, by implementing the
techniques regarding this research paper, We come to know that making people
more aware of the advantages of digital purchase has more likely to affects the
increment of their brand awareness and also their brand building has been
increased. This data has been collected from 79 respondents.

 Amita Chourisya (2017)

Online marketing creates new kinds of customer-marketer interactions and

transactions by utilizing the unique characteristics of digital interactive media.
In digital marketing, there has been a lot of emerging trends include, and these
Trends are crucial since they assist a business remain competitive in the market
and are a major driving force behind client attraction. In the past, small
businesses found it challenging to expand and connect with new clients,
primarily because of the high cost of marketing and advertising. Nowadays,
companies are attempting to take advantage of all of these developments in
order to expand their customer base, boost revenue, and build brand recognition.

 Raj Sinha (Vol 5, Issue 04,2018)

Author has laid his focus of research on the impact of digitalization over
traditional means of purchasing and the attraction towards digitalisation over
youngsters. He had suggested techniques that helps to understand the impact od
digitalisation as a result of which company has gone more digital to sell out
their brand and create brand recognition over people over that. So, by
implementing this theory analysis, Companies have been creating their brand
awareness more likely on social media. This research has been done by
considering results obtained from 189 respondents.

35
 Dr. S. Yuvraj (2018)

In their study of research, Author has taken his main objective is to study the
brand building and its effect upon the market and consumers. He has used
techniques to understand the brand recognition and to understand the factors
emphasising on the brand value and its marketing. As a result of which,
companies could grow on basis of recognition. Implication of this has resulted
into companies dividing their focus into two major fields that is building and
recognition and to carry forward the idea of impactful business building. This
research paper, they have collected data from 134 respondents.

 NASEETH AHAMED NIZAR (2018)

In this research paper, author is trying to make use understand the effects od
social marketing on our purchase intention and behaviour. As a result of which
we have come to know that social networking is the biggest impact on
marketing and brand value. Author has stated that it is key to marketing success
and by understanding that terms we come to know that this can lead to bigger
stage of marketing. By using this information, Companies have had benefits in
terms of brand awareness. This has been collected from 780 respondents.

 Darshana Bhagowati & Dev Malya Ditta (2018)

The paper's goal is to identify the gaps in the many existing works on digital
marketing and the elements that influence it, especially in the field of education.
Digital marketing is widely used in a variety of sectors these days. Digital
media's influence on young people seeking education, particularly in higher
education, is evident, and it has become integrated in young students' decision-
making process. However, according to latest figures, over 360 million people

36
in India access the internet, and about 85% of the population primarily uses
smartphones. Additionally, nearly 49% of businesses are spending in digital
marketing even if they don't have an organized strategy in place.

 Dr. Madhu Bala (2018)

The main objective of paper is few recent and upcoming marketing trends. India
is undergoing a significant shift toward digitalization. Search engine
optimization (SEO), search engine marketing (SEM), content marketing,
influencer marketing, content automation, e-commerce marketing, campaign
marketing, and social media marketing are all examples of digital marketing
that businesses can truly benefitted. As technology upgrades, optimization, e-
mail direct marketing, display advertising, e-books, optical disks, and games are
becoming more and more prevalent. Digital marketing is both economical and
has a significant business impact.

 DR. RAJIV KAUSHIK (VOL 28, 2019)

His main objective was to clearly state that digital marketing is a platform
where both the marketers and the consumers make a connection and bond that
remains there on several digital platforms by using the mechanism of DIGITAL
CONNECT, where the marketers make a direct connect with the customers. As
a result, it had helped more consumers to engage in the activity of buying goods
within any end of the world, Digital connect is said to be made on popular
platforms including INSTAGRAM, TWITTER, YOUTUBE etc. By implying
this, Shopping has also been increased at a rapid speed in the said sector after
the evolution of digital marketing. Author has considered 500 respondents for
this research analysis.

37
 K. RAVINDRAN, V. SATHYAMOORTHI (2019)
Promoting is the insignificant trade of products and services for money, but
marketing and advertising are the phenomena that enable retaining customers
rather than luring them in. Nowadays, out of all the other forms of marketing,
digital marketing is the one that generates the highest revenue. It might serve as
a means of connecting with customers via a variety of online distribution
platforms. In addition to attempting to ascertain how clients are fully aware of
the various digital marketing and advertising channels available to the gift
digital generation, The goal of the current study is to observe how online
advertising and marketing affect customer purchasing decisions.This research
was made upon takin views from 250 respondent.

 DR. UMA SHARMA (2020)

The main goal is to examine consumer awareness of digital marketing and how
it affects consumer purchasing decisions. Digital marketing is extensive and
involves creating business plans that take use of new technologies that increase
costs and expand the sector globally in a fiercely competitive setting. By means
of the survey and investigation, the researchers discovered that a consumer's
income plays a significant role in their purchasing decisions. The study comes
to the conclusion that a company can benefit from effective usage of digital
marketing. This research was made upon takin views from 100 respondent.

 RAKESH PANDIT & ANSHU CHOUHAN (2020)

The study's primary goal is to identify the different issues that rural residents
confront and to observe the potential impact of digital marketing on them.
Today, businesses in India's digital marketing sector are expanding. A

38
businesses digital marketing is predicted to increase significantly in a nation
with a rapidly expanding economy. Marketing and advertising are being
significantly impacted by the rise in digital marketing trends. E-banking, online
transfer systems, content management, and online shopping monitoring are a
few examples of e-marketing applications. It is renowned for enabling business
communication and transaction formation at any time and from any location.

 Pawan Kumar (2020)

The main objective of this research paper was to understand the effect of digital
marketing tool in developing brand equity and brand values. Through this
research, we understand that usage of these modern tools helps in extending the
brand marketing in the social platforms. We understand that there is a huge
potential of these tools in terms of digital marketing of a company. By using this
information, Marketing companies has develop a huge area of developing
customers into buyers and attracting them towards their business. This data has
been collectively taken from 78 people.

 Muhammad Bilal & Muhammad Saif (2020)

Main aim of the authors on this research was to understand the effect of digital
marketing in terms of online purchase intent. By this theory we understand that
digital marketing has a crucial role in terms of effecting the online purchase
intent. As a result of which, we find that there is a strong relationship between
two variables said digital marketing and purchase intention. This research has
helped us to dig deeper between the bond and understand the effect they cause
on each other in terms of business tactics and brand value and it had helped
companies to extend their marketing evaluations in order to increase their brand

39
value and brand business as well. This data has been formed by collection
information from 123 respondents.

 Pepeljnak (2020)

PEPELJNAK’s main objective was to understand the ideology that digital

marketing has been termed as a powerful mechanism that helps a company or
said businesses to build up a brand image globally. He has suggested to use
digital marketing tactics varying the possible impact that will help company
achieving goals and success at a rapid rate than in comparison to the use of
traditional tactics. As a result of which, the great expectation has turned into
great success that’s also a specific reason that has made digital marketing as an
effective tool for measuring Rate of Interest on advertisements. As of this, 213
respondent answers were considered.

 Nazrov A.D (VOL. 156, 2020)

The main objective of Nazarov A.D is to identify the main trends leading to
digital marketing and examining their marketing solutions at various levels and
the behaviour of consumer. The main technique that he tends to apply was a
two-way communication method where company should provide proper format
to the customers so the customer can involve as much as he can through voice
search. The result had leads us to the fact that by implying the method we are
able to redirect customers follow of the site. By applying this theory, we have
come to know that in 2020 there was rapid growth of customer who were using
voice assistance on daily basis. For this research paper, he have taken results
from 163 respondents.

40
 Samsudeen Sabraz Nawaz (VOL. 29,2020)

Samsudeen Sabraz Nawaz had made it certain with his research analysis that
digital marketing is a very crucial means of marketing. The main objective of
author was to state that Digital Marketing is varying the number of consumers
in market by influencing them to engage more in social platforms of marketing,
The main technique used here was that one should be using email marketing to
offer services that will led digital marketing reach millions of consumers. The
result showed us that by applying this, many people were influenced. In this, the
outcome was measured by results among 363 respondents.

 Alok Kumar Pal (2020)

Author has taken the main objective as to understand the digital marketing
effect on changing the manner of advertisement and shopping. He has suggested
the method they will distinguish the things that does impact on customers
choice and their purchase behaviour. Through use of this research techniques,
Companies can easily figure out the impactful tactics that will attract the young
generation to purchase their brands. As a result of which, we have been in
situation where we can easily understand the impact of digitalisation upon
young generation as they are more inclined towards digital source of
purchasing. This research has been based on results finding among 320
respondents.

 Pankaj Kumar Bharti (2020)

The fundamental objective behind the marketing is to make goods and services
available to clients as per their needs and preferences. Marketing has been
happening normally from lengthy period of time however with the shifting. Due

41
to advancements in information technology and the expansion of wide-band
internet, marketing strategies are changing from traditional to unconventional.
Companies that use modern marketing technology may simply communicate
with their clients while offering them products and services. The current study
will compare and contrast digital and traditional marketing. The factors
influencing consumers' purchasing decisions in relation to traditional and digital
marketing will also be the main focus of this study.

 Dr. Nirav B. Halvadia (2021)

The objective of this research is to find out the impact of the present and
emerging trends in digital marketing on consumer buying behavior and up to
what degree these trends affect the consumers. In order to accomplish the
study's goals, descriptive research and conclusive research was carried out. The
non-probability convenience sample method was used to gather data from 136
respondents who are familiar with digital marketing tactics. According to the
study's findings, current trends including display advertising, social media
marketing, content marketing, and search engine marketing influence how
customers make purchase.

 Dr. Komal Nagrani (2021)

Author has stated the main objective of their study to understand the impact of
digitalisation on buying behaviour of the customer. They have suggested the
theory that makes us understand that positive reviews are must from attracting
more customers and also the potential ones into your business. As a result of
this theory, many companies are given more time establishing themselves in
market digitally. Implementation of which makes us to know that Reviews are

42
becoming a great way of converting customers more into your business. They
have taken results among the valuable opinions from 76 respondents.

 Neda Kiani (2023)

Kiani has taken the main objective of her research thesis to understand that
digital marketing has a direct relation to the consumer buying behaviour. It has
played a crucial role in making the ends meet between the consumer needs and
the marketer’s response. In this research she had used mixed method of research
to analyse the usage of digital marketing channels for buying. As a result, it has
shown that more people are likely to purchase things online. By applying this
method, companies can better interact with customers choice and will list items
according to their interest. As of implementation, companies are making good
bond with customer. As of the respondents, Neda has taken results by
analysing 100 respondents.

 Dr. P. Rama Krishna (2023)

Author has stated his study into believing that digitalisation channels has made
marketing and purchasing very impactful as of which the main objective lies to
understand five factors affecting the marketing online. Techniques used in this
theory have been focusing on the factors effect that term of digitalisation
impact. As a result of which companies have been evolving more online.
Implementation of this research had suggested a positive connection between
the marketing digitally and consumer behaviour. Where on the other side of
research, they have stated that it is very essential to use primary data to
understand factors. This research has been done on basis of 69 respondents.

 H. Mickle Aancy (2023)

43
The main objective of this research paper was to identify ways through which
digital marketing effects the brand building. Through which we understand the
terms by which brand building of a company is affected by digitalisation in the
positive way rather than the negative way. As a result of which, we come to
know that brand participation and interaction between customers helps in a
effective way for building a particular brand. Implementing of which,
Companies are getting more used to digitalise everything they seems to have
and likely of which more consumers are attracting towards digitalisation. This
data has been collected by 145 respondents.

 Zeynep Burk & Halil Ibrahim Kurt (VOL. 13,2023)

Their main objective was to state that Digital Marketing is helping businesses to
expand in their respective sector by providing them with competitive market
techniques and technology. They have suggested that company should make
everyone aware of digital marketing to influence more people into buying
things. As a result of this many companies started advertising more to influence
more people into buying their products online because it is easier way of
purchasing items and for this research, he had selected 76 people.

 Rasheedul Haque, Abdul Rahman (VOL. 29,2023)

In their analysis, they have objectified that digital marketing is a means of

promotion of products and to influence the people into buying that product by
means of social marketing through Internet means. They have suggested to use
the technique of using customer service portals to enquire about the said product
anytime. By applying this method, it will be easier for any company to make a
reliable communication between the buyer (consumer)of the product and the

44
seller (said as company). Implication of this process has enabled the consumer
to buy the respective company’s products and also get information about the
products and the company policies at any mean time and anywhere. This
research was made upon takin views from 384 respondents.

 Muhammad Salman Arshad (2023)

The aim of the study is to determine consumer purchase pattern and digital
marketing. Digital marketing is the practice of making references to advertising
through contemporary media, including emails, mobile applications, and online
entertainment. It makes it accessible to consumers to research and contrast the
goods that businesses release. The study collected both qualitative and
quantitative research methodologies. 120 people were given Google Forms
questionnaire, and 84 of them answered it correctly. The correlation analysis,
regression analysis was used to analyse the results

 Oana Duralia (2024)

Main objective of this thesis was to directly put out the differences between
techniques of traditional marketing and digital marketing concepts by
understanding that the reflection of changes in techniques make a very crucial
movement. Author has suggested the technique of mobile marketing to
influence consumer. By applying their technique companies can offer better
services to customers as mobile marketing is easy to affect by advertising your
products and giving customers a reliable service. By implying this technique
there was seen a rapid growth in the number of people influenced by using
mobile technology. In this research the results were based on secondary sources.

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