• Chinmaya Nayak
• Vijay Gehlot

In our digital world, marketing has become increasingly crucial. This paper examines the profound impact of digital marketing on both consumers and marketers. It begins by exploring digital marketing mediums and comparing them to traditional methods, highlighting the pivotal role of digital strategies in modern marketing. As the world shifts from analog to digital, rapid technological advancements have propelled digital marketing to the forefront. Platforms like social media and search engines have become powerful tools for reaching and engaging consumers effectively. Consumer behavior is changing, as people increasingly turn to digital channels rather than traditional ones. This paper examines the importance of digital marketing in boosting company sales, drawing insights from 100 respondents. Despite its clear significance, many organizations have difficulty adapting to the digital economy, lacking key skills needed for effective marketing in today's digitally connected world. To address this gap, a Digital Marketing (DM) competency framework is proposed, based on an extensive literature review and input from marketing managers. This framework incorporates the latest technological advancements while meeting the industry's essential needs. It serves as a valuable tool for businesses to evaluate and enhance their competency levels, ultimately improving their marketing performance in the digital era.

Digital Marketing, Consumer Behavior, Technological Advancements, Competency Framework

"Exploring the Effects of Digital Marketing: Building a Framework of Essential Skills", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 3, page no.j134-j144, March-2024, Available :http://www.jetir.org/papers/JETIR2403923.pdf

"Exploring the Effects of Digital Marketing: Building a Framework of Essential Skills", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 3, page no. ppj134-j144, March-2024, Available at : http://www.jetir.org/papers/JETIR2403923.pdf