• Dr. Salem Sreeveena

Advertisements in their bid to be more relevant and purposive, have adopted transformational tactics to enhance their presence and reach. Marketing communication, which is predominantly used to encourage, persuade or to manipulate the audience, to take some action has undergone with tremendous changes in the recent past. Advertisement is used as a powerful tool to communicate information to the existing and prospective consumers. As defined by Richard F. Taflinger “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media”. Telling and selling being the core of advertisement, the channels that are used to tell or to communicate have changed in due course of time. Once, television was the most popular medium for marketer to promote, spread awareness and generate leads for their products but now the trend has changed and digital media or digital marketing has taken its place. Some of the important reasons for this drift are: Traditional methods are expensive where as digital marketing channels are more economical and viable. Traditional marketing channels fail to provide instant feedback and reports about who saw or heard an advertisement and took action. The information will be collected after a long time and even the statistics collected will be far away from the actual impact. Digital marketing overcomes this limitation, where the actual number of people watching the advertisement, their like or dislikes about the product, ready feedback, the real time performance about an advertisement, actual conversions in sales and other actual information will be readily available. The term ‘digital marketing’ was first used in the 1990’s. In subsequent years, digital marketing became more sophisticated as an effective way to create a relationship with the consumers.

Advertisements, Communication, Information, Digital media, Economics, Effective

"An analysis of Digital Marketing: a swing in Marketing Communication", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.304-313, June 2019, Available :http://www.jetir.org/papers/JETIR1907L96.pdf

"An analysis of Digital Marketing: a swing in Marketing Communication", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp304-313, June 2019, Available at : http://www.jetir.org/papers/JETIR1907L96.pdf