Impact of Digital Marketing on the Growth of Consumerism

13 Pages Posted: 18 Apr 2019

See all articles by Tabitha Durai

Tabitha Durai

Madras Christian College

Rachel King

Madras Christian College, Students

Date Written: February 28, 2019


Consumerism plays a significant role in the transition taking place in a world where everything is digitized. Businesses have started adopting various digital marketing approaches, the most favoured methods being content, social and mobile marketing. Various channels that constitute digital marketing such as mobile, search engine optimization, content marketing, social media marketing and media marketing need to be utilised by companies effectively to reach out to their consumers and in also ensure the success of the business. All of these elements put together sum up a cohesive digital marketing strategy. The adoption of innovative strategies is crucial as companies stand the risk of losing competitive advantage in an increasingly commoditised world. As technological change continues its advancement in an exponential manner with new digital platforms and devices it is only wise for businesses to make haste in embracing this market evolution. Furthermore India’s consumption power is so big owing to its huge market of over billion people where the youth below twenty on its own are defined by a population of 600 million. The internet users are also growing at a fast and steady pace. This paves way to huge opportunities for the marketers to take advantage of as there is positive and continuous growth by the internet users. All this advancement brings in a tectonic shift between the businesses and the consumer until a balance is attained in the digital marketing approach. Consumption structure and consumer needs are changing and their desires are growing. The future of digital marketing will be based in how marketers create ways to puzzle together the new and traditional media into a perfect fix based on the market environment. This paper intends to identify the factors that influence consumers through the growth of digital marketing.

Keywords: Digital Marketing, Digital Channels, Digital Marketing Strategies, Consumerism, Consumer Influences

Suggested Citation

Durai, Tabitha and King, Rachel, Impact of Digital Marketing on the Growth of Consumerism (February 28, 2019). Available at SSRN: or

Tabitha Durai (Contact Author)

Madras Christian College ( email )

Chennai, 600 059

Rachel King

Madras Christian College, Students


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