Empirical Study of Digital Marketing in Modern Age

Dr. Chitranshi Verma

Abstract: In the present context, the entire marketing gamut has revolutionized due to the advancement in technology and digitalization. Digital Marketing has forayed into all the sectors of economy and has elevated the standards of marketing communications. Marketing is going beyond advertising and promotion, digital access to the brands is bridging the gap with consumers. Real time access to support and services have become possible and easily deliverable with the technology that has emerged as a game changer. This paper is trying to analyze how digital marketing has ventured and transformed into technology driven economy. The usage of data analytics, AI tools, bots, E-CRM have helped the marketers in making well informed decisions in all the domains of marketing and business at large.

Keywords: Digital Marketing, Marketing, Business Analytics, Big Data