An Empirical Study on Customer Perception of Digital Marketing and Its Effectiveness in Chennai
M. Shobana
In today’s rapidly evolving digital landscape, marketers face new challenges as well as significant opportunities. Digital marketing builds upon the principles of traditional marketing while leveraging the unique capabilities offered by digital platforms. It involves the use of electronic media such as the Internet, social media, mobile technologies, and digital advertising to promote products and services effectively. With increasing consumer dependence on digital communication, digital marketing has become essential for both marketers and customers. It enables organizations to enhance customer satisfaction through timely information, online support, and efficient service delivery. Additionally, digital platforms strengthen business relationships by improving communication with partners and suppliers, facilitating real-time sharing of product and inventory information, and fostering deeper collaboration. This paper highlights the importance, relevance, and effectiveness of digital marketing in the modern business environment, emphasizing its benefits for both marketers and consumers.
Keywords: Digital marketing, Digital marketing strategies, Customer perception, Effectiveness.
Abstract
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