MODERN TRENDS IN DIGITAL MARKETING AND THEIR IMPACT ONCONSUMER BEHAVIOUR

Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting customers and allowing them to interact with the brand through digital media. The buying pattern of consumer is changing at a faster rate in the customer-oriented market environment. Consumer behaviour differs when it comes to the product, price, features,
quality, packaging, buying behaviour, status, generation; age of the customer etc. however, youth is the most complicated group to correspond with. The changing
preferences of the present-day youth affect the buying pattern because they mostly follow the rhythm of fashion and taste according to the changing time. Therefore, Marketers
spend crores of rupees and invest too much time on market research every year to identify and predict the changing youth behaviour. Now digital marketing has posed many
challenges to the marketer in the retail segment. The present generation is more fascinated. Online Marketing refers to a set of powerful tools and methodologies used for
promoting products and services through the Internet. Online Marketing is also known as Internet Marketing, Web Marketing, Digital Marketing and Search Engine Marketing
(SEM). Online Marketing is the exchanging values between the seller and buyer and it is done online. Businesses are spending more on and partaking in online marketing than
ever before, the world over. Understanding the consumer behavioral factors that influence e-marketing effectiveness is crucial.