A Study on Digital Marketing Strategy

Abstract

Digital marketing commonly known as online or web marketinghas become an essential component of contemporary business strategies. This study primarily aimed to enhance brand awareness among the general public and increase the adoption of online behavioural advertising. Additional objectives included examining customer expectations and developing approaches to build long-term customer relationships. The findings indicated that approximately seventy percent of marketers consider social media marketing a key tool for improving brand visibility. Essential elements of digital marketing, such as search engine optimization (SEO), pay-per-click advertising (PPC), and social media marketing, play a crucial role in promoting products effectively. The planning process within digital marketing typically involves three fundamental components of marketing management: identifying opportunities, formulating appropriate strategies, and initiating actionable steps. The research adopted a descriptive qualitative methodology, utilizing interviews and participant observation to gather relevant insights. Overall, the study concluded that digital marketing is a cost-effective promotional method and provides measurable avenues for engaging and connecting with customers in their daily lives.