Abstract
Digital marketing is a broad term which refers to the promotion of products or brands via one or more forms of electronic media. For instance, advertising mediums that might be used as part of the digital marketing strategy of a business could include publicity efforts made via the Internet, social media, mobile phones and electronic billboards, in addition to digital, television and radio channels. Digital marketing, which is also called online or internet marketing, involves the use of interactive, virtual spaces for the sake of promoting and selling goods and services. Internet-based communication expertise had contributed to the restructuration of major economic sectors including marketing. Being cost-effective, flexible, and fast and enjoying an on exceptional global reach, digital marketing has brought about different businesses absurd gains. This effective, new technique also embroils its special disadvantages, e.g. lack of personal contact, security and privacy, etc. which should be taken account for. Information technology has malformed the way people work. There are many benefits of using digital marketing platform to market the company’s products and services but there are some challenges that a marketer using the digital marketing strategy has to face. The challenges are as follows: *Proliferation of digital channels *Intensifying competition. *Exploding data volumes. This paper analyzes the notion of Digital Marketing in India and its challenges and opportunities ahead.
Key words: Digital Marketing, Proliferation, Intensifying competition, Exploding data volumes.
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