International Research Journal of Education and Technology

The digital revolution has influenced both consumers as well as businesses. Over the past decade technology and the form used has changed significantly. Earlier, the Internet was purely a source of information but now has become a spot where people meet to share their experiences and stories, a dais for discussion and debate, a supplier of entertainment and much more. Social networking has impacted the mode of using internet further, it has become a channel to reach common masses. Businesses are in hurry to take advantages of increasing internet usage, hence given rise to digital marketing. Strategists are no longer limited to traditional modes of marketing, internet has been proven a superior medium, courtesy to, speed and mass coverage to reach targeted population. India being an emerging economy and a largest market has huge potential to take advantages of fastest growing digital marketing industry. This study will investigate the scope and potential of digital marketing in Indian market. The study will be using theoretical approach by reviewing all the relevant literature on digital marketing in Indian context. A theoretical structural will be provided to be further tested empirically by other studies.

Keywords: digital marketing, social media marketing, traditional marketing