A Critical Review of Digital Marketing

M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321–339.

19 Pages Posted: 14 Apr 2020

See all articles by Madhu Bala

Madhu Bala

DAV College for Girls

Deepak Verma

ISGEC Heavy Engineering Limited

Date Written: October 1, 2018


This paper offers views on some current and future trends in marketing. The content is based on recent literature and on what is happening in the business world. The paper is based on secondary data. The paper is based on extant literature and internet sources. The various articles, researches, reports, newspapers, magazines, various websites and the information on internet have been studied. We experience a radical change in India towards the digitalization. The consumer are looking and searching more on internet to find the best deal form the sellers around India as compared to traditional or conventional methods. In this study, we acknowledged that businesses can really benefit from Digital Marketing such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, e-commerce marketing, campaign marketing, and social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games and are becoming more and more common in our advancing technology. It is demonstrated that we all are connected through whatsapp and facebook and the increasing use of social media is creating new opportunities for digital marketers to attract the customers through digital platform. Awareness of consumer’s motives is important because it provides a deeper understanding of what influences users to create content about a brand or store. Digital marketing is cost effective and having a great commercial impact on the business. Based on this study, it can further be argued that knowing which social media sites a company’s target market utilizes is another key factor in guaranteeing that online marketing will be successful. The effectiveness of Internet marketing with respect to different business can be analyzed. The study can further be extended to compare the internet marketing techniques with specific to various businesses.

Keywords: Internet, Marketing, Digitization, Social Media,Marketing Trends,Digital Marketing

Suggested Citation

Bala, Madhu and Verma, Deepak, A Critical Review of Digital Marketing (October 1, 2018). M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321–339., Available at SSRN: https://ssrn.com/abstract=3545505

Madhu Bala (Contact Author)

DAV College for Girls ( email )

W/o Mr Deepak Verma, House No. 152/5
Saraswati Sugar Mill Colony, Radaur Road
Yamunanagar, Haryana 135001

Deepak Verma

ISGEC Heavy Engineering Limited ( email )

House No. 152/5, Saraswati Sugar Mill Colony
Saharanpur Road
Yamuna Nagar, HI Haryana 135001

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