Abstract
Marketing in India has evolved rapidly to keep up with technology and the ever changing demands of consumers. Although television continues to dominate marketing practices, digital media has emerged as a strong contender that is expected to become the leading marketing channel in the years to follow. The digital advertising industry across India grew to a market size of almost 300 billion Indian rupees in the year 2022, a considerable leap from the market size in 2016. Owing to the progressive growth of the digital media market in India, digital advertising was projected to expand to over half a trillion Indian rupees by 2024, reflecting the rising trend that developed over the past years. Owing to the significance of the study the present study is throwing a light on the awareness and satisfaction of digital marketing from the context of Chengalpattu district. The study offers valuable findings and suggestions for further advancement in the domain of the study.
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