• Nandini P
• Dr. M Shivalinge Gowda

Digitalization is a process where most of the activities are done using the digital mode. The journey of being digital has influenced the needs, wants, and lifestyles of the people. Explosion of internet access and globalization has increased the use of digital gadgets and accessories in the last decade. The expectations of consumers for goods and services is becoming more challenging to the existing manufacturers and retailers in both the offline and online channels. The Digital revolution has given many platforms to trace and track the customer's needs and behavior, the application of artificial intelligence has given scope to study expectations of the dominant customers like, Search Engine Optimisation (SEO), Search Engine Marketing (SEM), E-mail Marketing, Pay per click etc. This paper attempts to understand the functionality of different types of platforms in digital marketing to reach target customers.

Digital Marketing, Search Engine Optimisation (SEO), Social Media Marketing, e-Customers, Content Marketing, online, e-retailors etc

"A Study on Understanding Different Models of Digital Marketing ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 11, page no.d625-d648, November-2024, Available :http://www.jetir.org/papers/JETIR2411373.pdf

"A Study on Understanding Different Models of Digital Marketing ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 11, page no. ppd625-d648, November-2024, Available at : http://www.jetir.org/papers/JETIR2411373.pdf