Abstract
The concept of digital marketing progress way backs from the 1970s as electronic commerce begins. The need for electronic commerce shoots from the demand of businesses and governments to make better use of figuring out and to apply computer technology to improve customer interaction, business processes, and information exchange. It talks about the techniques and strategies that are used for marketing of the products and services on different digital platforms. Digital marketing aids in fascinating customers as progressively more people are engaged in digital world. Internet is the core area of digital marketing as it is the comprehensive channel of communication accessible for all kind of businesses. The objective of the study is to analyses, the impact of digital marketing on the consumer behaviour, in the quantitative research study, the field survey i.e. face-to-face survey has been conducted with the list of questionnaires. The eligibility of the respondents has been filtered through screening questions. The size of sample is 120 respondents in Tiruchirappalli District. The Conclusion of the study is digital marketers used consumer research from a positivist or interpretative view point and used various methodologies to study consumer behaviour at every phase of the consumption process. Consequently, consumer behaviour has become an integral part of strategic digital marketing plan. Digital marketing research proved that social media marketing is more important.
Keywords: Electronic commerce, Digital marketing, technology
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