• LAXMANA GOUDAGERI

ABSTRACT Digital Marketing has become more famous after involvement of latest technologies in businesses. It has completely changed the old marketing method s and compelled marketers to stay connected with their buyers or customers via internet for selling their products and services. Consequently, the marketers must consider and analyse both advantages and disadvantages of digital marketing while planning the best marketing and setting business goals. Why Due to high efficiency and effectiveness, Digital Marketing has recognized by all business entities and now it is growing faster with every passing day. Soon, it will become easier for small businesses to compete their large scale competitors at the same platform. So digital marketing has become a crucial need of small as well as large scale businesses in today’s digital environment. Digital marketing is a paid form of promotion of products and services through an identified sponsor using a digital medium. Digital marketing is that element of promotion mix, which is often considered prominent in the overall marketing matrix. Its high visibility and pervasiveness has made it an important commercial medium in Indian society. It is a means of influencing the consumer to buy products or services through visual or audio persuasion. A product or service is primarily advertised to create awareness of its utility in the minds of potential buyers. As a result of globalization and the consequent changes in consumer buying patterns, the advertising industry has undergone significant transformation in past few years. The current article highlights the scenario of digital marketing challenges and ways to overcome it.

Key words: Digital marketing, Online marketing, Internet marketing, Opportunities, and Challenges.

"A Study on Opportunities and Challenges of Digital Marketing in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 4, page no.k336-k339, April-2023, Available :http://www.jetir.org/papers/JETIR2304A49.pdf

"A Study on Opportunities and Challenges of Digital Marketing in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 4, page no. ppk336-k339, April-2023, Available at : http://www.jetir.org/papers/JETIR2304A49.pdf