• Ritika Chaudhary

The evolution of the internet has made the consumers aware, independent and cautious. With a smart phone in every hand and internet connectivity on the go, the consumers are now well exposed to global trends and are always looking out for more. The combination of smartphones and internet provided consumers with extensive options to choose and compare from. This creates a huge opportunity for businesses of all scales as reaching out to people have become approachable and providing customized solutions is now easier. With the evolution of the internet, opportunities in the field of digital marketing for the brands have enhanced exponentially. But with greater opportunities, come greater threats! Businesses are building personal digital assets like Blogs, Websites etc and investing time and effort (and money of course) in building strong presence on communal platforms like Social Media and Google. A combined effort on all these channels helps businesses reach out to the maximum audience and provide them with products and services they shall be interested in. What sets digital marketing apart from other traditional marketing efforts is that you know exactly what kind of consumers you are reaching out to. Extensive search and browsing patterns are taken into consideration and businesses leverage this information to identify the right set of audience. Businesses using the online model of marketing are able to measure the results through tangible metrics. A campaign can be judged on the number of people it reached, the impressions generated, the engagement it garnered, the website traffic that the campaign generated, etc. This helps businesses to understand the kind of communication that their right target audience is responding to

Digital marketing, traditional marketing, Online Reputation Management, building brand

"Digital Marketing: A New Era of Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.518-523, June-2019, Available :http://www.jetir.org/papers/JETIR1906F81.pdf

"Digital Marketing: A New Era of Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp518-523, June-2019, Available at : http://www.jetir.org/papers/JETIR1906F81.pdf