Published Paper Details:

The purpose of this paper is to highlight the renewed need for digital marketing in an everchanging and volatile environment in India. The paper will discuss the efficacy of the marketing strategies being employed, and the emerging trend of newer, more fast paced strategies. The arena of digital marketing is pervasive in all dimensions of the market as corporate houses and enterprises strive to accomplish their business goals. Digital marketing is emerging to be the calling card for agile companies, with complex interaction among various stakeholders, namely, customers, competitors and B2B clients. This form of marketing is gaining traction as it is quick and reaches a larger target audience. Moreover, with attention span reducing in, digital marketing techniques capture the audience�s attention quickly and deliver the key message strategically. Why digital marketing is more than just the flavour of the month explored in this paper. This mode of communicating with the target group eliminates the via media of a layered communication, and is a more direct way to connect. This paper will explore the pros and cons of employing digital marketing as the primary form of communication by enterprises.