DIGITAL MARKETING IN INDIA AND ITS CHALLENGES & OPPORTUNITIES AHEAD.

This paper analyzes the notion of Digital Marketing in India and its challenges and opportunities ahead. Information technology has malformed the way people work. Electronic commerce has unbridled hitherto another revolution which is changing the tactic in which businesses buy and sell products and services. The internet has given a helping hand to e-commerce. Digital marketing, which is also called online or internet marketing, involves the use of interactive, virtual spaces for the sake of promoting and selling goods and services. In fact, new synchronous, internet-based communication expertise had contributed to the restructuration of major economic sectors including marketing. Being cost-effective, flexible, and fast and enjoying an on exceptional global reach, digital marketing has brought about different businesses absurd gains. However, this effective, new technique also embroils its special disadvantages, e.g. lack of personal contact, security and privacy, etc. which should be taken account for. The present study, then, deliberates upon the impacts of internet-fostered interactive spaces on marketing exercise. The marketing opportunities curtail from introduction of this new, virtual space is the next focal point of deliberation. The study continues with challenges, such as problems of security, privacy, etc., evolving in the arena of digital marketing.