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In today's digital age, the internet has unlocked a realm of vast opportunities for businesses leveraging social networks. Beyond just sharing glimpses of their offerings, businesses can now effectively cultivate customer bases and conveniently reach them. The rapid dissemination of information through digital media has revolutionized the way businesses operate and grow. Digital marketing encompasses a broad spectrum of strategies aimed at promoting products or services using digital technologies. While primarily centered on the internet, it also extends to mobile phones, display advertising, and various other digital platforms. At its core, digital marketing is about building brand awareness and engaging with audiences through targeted, measurable, and interactive approaches.This study seeks to explore the landscape of digital marketing, emphasizing its significance, objectives, and impacts within the Indian market. By delving into various online channels, from social media to search engine marketing, it aims to provide insights into how businesses leverage digital platforms to reach, convert, and retain customers.
Dhore et al. (2024) studied this question.