Digital marketing has transformed the way organisations communicate with consumers, shifting promotional activities from traditional media to digital platforms. The rapid growth of the internet, social media, mobile technologies, and data analytics has enabled businesses to reach global audiences with greater precision, personalisation, and efficiency. This research paper examines the concept of digital marketing, its key strategies, advantages, challenges, and impact on consumer behaviour. It also explores emerging trends shaping the future of digital marketing, including artificial intelligence, big data, and automation. The study concludes that digital marketing is no longer optional but a strategic necessity for organizational growth and competitiveness in the modern economy.
Archana R. Patil (2026) studied this question.