• P. GANESH
• E. KUSUMA

In this world of digitization, digital marketing is a vogue that is sweeping across the whole world. The trend of digital marketing is growing day by day with the concepts of Internet marketing that is turning into an important platform of digital marketing along with the electronic gadgets like the digital billboards, mobile, tablets and smart phones, gaming consoles, and many such gadgets that help in digital marketing. Digital marketing is going to be top on the agenda of many marketers, and they might be looking for innovative ways to market online, reduce cost per lead, increase click-through-rates and conversion rates, and discover what’s hot in digital marketing. With the extensive technology development which has undertaken by the world, traditional concept of marketing with a digital mode that brings the whole world to the customer’s doorstep in one click. The rising penetration nature of the internet and various faster digital communication channels, wider networks and new devices and their connectivity with marketers made consumers more informative and knowledgeable regarding the value they expected to return to the cost they incurred. The utmost purpose of the study is to identify the impact of digital marketing in consumer behavior with special reference to retail industry. Secondary sources of data has used for the study and based on the results of the secondary data analysis, conclusion has derived with the findings. Accordingly, the research study was addressed on how digital marketing has changed the retail industry and how it effects on the consumer behavior. With the analysis, it has recommended strategic response to face the changes made from digital marketing in the retail industry. Also it has identified on how the skills, attitudes and the behavior of the professional marketers should be shaped in strategizing the customer relationship marketing to the retail industry in the digital platform.

Digital marketing; Customer relationship marketing; Consumer behavior, Retail Industry.

"Impact of digital marketing on the consumer behavior in retail industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.661-664, February-2019, Available :http://www.jetir.org/papers/JETIRAB06125.pdf

"Impact of digital marketing on the consumer behavior in retail industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp661-664, February-2019, Available at : http://www.jetir.org/papers/JETIRAB06125.pdf