Abstract
Digital marketing engages with people and promotes brands and products wherever it is available. Search engine marketing, affiliate marketing, content marketing, social media marketing, email marketing, and other areas are all included in Digital Connect. Customer behaviour is changing due to the digital revolution, moving toward traditional purchasing networks. From this point on, the review paper supports the discussion of the important part that digital marketing plays in streamlining the company's marketing and operational procedures. This article will thoroughly examine the various ways that digital marketing benefits a company's customer perception in addition to how it aids in customer retention.This paper's goal was to examine how digital marketing affects businesses and how crucial it is for both customers and advertisers. To present an all-inclusive information flow and preserve the structure of a review paper, an additional data collection method was employed. Accurate data and information were taken from scientific publications and journals that were already in existence. The results highlighted how web consumers are changing quickly as a result of the COVID-19 epidemic, and as digital marketing is reliant on the Internet, it has benefited most from this. Consumer purchasing habits have been evolving, and they are now more inclined to adopt innovative presentations as opposed to traditional forms of advertising. As the world changed, so did consumer demands and design, and consumers wants.
Keywords: Digital Marketing, Customer Perception, Digital Channels, COVID-19 Impact.
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