A significant critical review of digital marketing opportunities and challenges in India with special reference in Indian market during covid-19

Management Studies

The critical evaluation of digital marketing in relation to the Indian market is applied to this study in context. In this day and age, digital marketing is a quality that is quickly becoming prevalent. Digital marketing is more appealing to consumers and businesses than traditional marketing. The review is primarily based on the following topics: the foundation of the digital market, the concept of digital marketing, a comparison of digital marketing with conventional marketing, significant advantages of digital marketing, digital marketing as internet marketing, social media and digital marketing, the impact of digital marketing on the IT sector, and evidence that demonstrates the effectiveness and utility of digital marketing. The impact of digital marketing on businesses and an increase in brand awareness are also major topics of this study. The study is important from an academic standpoint as well as from the perspective of management application. The modern marketplace is overrun with various offerings. Additionally, consumer behavior is evolving daily. The priority of people in the globe is altered by COVID-19. People now take better care of their health. Socially and economically, this catastrophe alters life. People live alone in order to maintain their social distance. In this situation, digital marketing is crucial to the society. Through digital marketing, anyone may purchase anything, pay a bill, transfer money, and compare products without physically doing so. People will be more concerned about safety and trust after COVID-19. Therefore, a firm can approach clients through digital marketing and offer good service and products with safety and trust. This essay will concentrate on those elements that are crucial to organizations and society. In other words, organizations will encounter some difficulties as the reach of digital marketing expands. Customers' priorities are shifting right now, which will cause some factors to affect their buying behavior. The impact of these elements on digital marketing will change its strategy. This study will assist marketers in determining which aspects of consumer-based brand equity are influenced by sales promotions, and more particularly, which sales promotions—price promotions or premium promotions—are appropriate for use by digital marketers.

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