DIGITAL MARKETING AND ITS EFFECT ON ONLINE CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO SIRKALI TOWN.

Abstract

This research article examines the significance of digital marketing for consumers and marketers alike. This articleintroducesdigital marketing, discusses its various channels, distinguishes between traditional and digital marketing, and discusses itsbenefits,drawbacks, and significance in today’s world. Marketing, like the rest of the world, is transitioning fromanaloguetodigital.Astechnology advances, digital and social media marketing, as well as search engine marketing, become more common. Withthetremendous growth of internet users, digital marketing has thrived due to its reliance on technology. Consumers’ purchasinghabitsareshifting toward digital marketing.