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Research Paper | Management | India | Volume 7 Issue 12, December 2018

Impact of Digital Marketing and its Challenges

Nachiket C Sangvikar

Abstract: Marketers are facing new challenges each day but also the many different kinds of opportunities in this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting customers and allowing them to interact with the brand through digital media. This paper focuses on the importance of digital marketing for both marketers and consumers. We have examined the effect of digital marketing on the small as well as large Companies sales. Also the differences between traditional marketing and digital marketing are presented which we have experienced during our Research. This study has described various forms of digital marketing, effectiveness of it and the impact it has on firms sales. The examined sample consists of one hundred fifty Small scale companies and fifty Business Owners which have been randomly selected to prove the impact of digital marketing. Collected data has been analyzed with the help of various statistical tools and techniques.

Keywords: Digital Marketing, Promotion, Sales, Impact, Customer Reach

Edition: Volume 7 Issue 12, December 2018,

Pages: 1335 - 1340