Published Paper Details:

Modern media is no longer confined to a television or radio show, newspaper or advertisement. Instead, today's media from text to video and sound can be saved and shared electronically, using everything from desktop computers to small mobile devices. This electronic dissemination of media has had a powerful impact on the way people communicate for personal reasons, education and even business. However, digital media has not had only a positive impact on business. Electronic commerce sector is a segment which from its inception is using digital marketing techniques aggressively. The present paper will enable us to find out the different aspects and different marketing strategies in digital marketing that these companies use in order to create awareness about their market offerings, create a favorable buying experience and retain them and add prospective buyers in the long run. The present paper focuses on the relevance of digital marketing in e-commerce sector and also cities the examples of Amazon and Flipkart shopping websites.