INTRODUCTION

Since the last few years digitalisation has changed the trend of
consumer behaviour. Digital has inspired the people to do marketing
through the mobile app. continuously consumers are changing their
mind-set customers want satisfaction and they are getting from
online purchasing now day companies are converting themselves
and they started to sell the product online. Today there are a lot of
apps like Amazon, Flipkart Mantra, Alibaba, Echo, or Google how.
They have made easy shopping for the customer. Through, online
shopping people can purchase anything from a needle to ship.
Undoubtedly, social media is playing a significant role in people are
getting awareness from social media companies who are providing
online selling they are giving their adds through social media. We
have seen a lot of ads which come on Facebook, Instagram, and
other social media. Digitalisation has changed the world scenario
and has also changed the mind-set of the customer from the mall to
mobile. Now a day people prefer to do shopping online that is easy for them
they sit anywhere and select the product and order it and through online shopping
companies are providing good facility and they deliver the product to the customer at
home in 2 to 3 days. Through online purchasing company is giving all facilities to the
customer. Once you order the product the company updated about the product from
packing to shipping to deliver. After receiving the goods if the customer is not
satisfied with the product they can return the product very easily these all activities are
done online on the mobile app even delivery and pickup also done by the company. So
the customer is more interested in doing online shopping. Online shopping also
beneficial for working people they do not have time to go market or Mall by the use of
smartphones these people are doing their marketing very well.

In the digital age, the landscape of consumer behaviour and marketing techniques has
undergone a profound transformation. The advent of digitalization has fundamentally
altered how consumers interact with brands and how businesses engage with their
audiences. This shift, driven by rapid technological advancements and the
proliferation of digital platforms, has led to significant changes in both consumer
behaviour and marketing strategies.

Traditional consumer behaviour models, based on face-to-face interactions and offline

channels, are being replaced by new patterns driven by digital technologies. Today,
consumers are more informed, empowered, and connected than ever before. The rise
of the internet, mobile devices, and social media has shifted consumer preferences
towards digital touchpoints. Consumers now conduct extensive online research, seek
peer reviews, and rely on social media influencers before making purchasing
decisions. The expectation for instant gratification and personalized experiences has
grown, challenging businesses to adapt their strategies to meet these evolving
demands.

In response to these changes, marketing techniques have evolved significantly. Digital

marketing has emerged as a crucial component of business strategies, leveraging a
range of tools and platforms to reach and engage consumers. Techniques such as
search engine optimization (SEO), pay-per-click (PPC) advertising, content
marketing, and social media marketing have become central to digital marketing
strategies. The use of data analytics and artificial intelligence (AI) allows for highly
personalized and targeted marketing efforts, enabling businesses to tailor their
messages and offers to individual preferences and behaviours.

The impact of digitalization on consumer behaviour and marketing is multifaceted.

For consumers, it means greater access to information, more choices, and higher
expectations for engagement and service. For businesses, it represents both
opportunities and challenges: the opportunity to reach a global audience and engage in
real-time, and the challenge of navigating a complex digital ecosystem with rapidly
changing technologies and consumer expectations.

This study explores how digitalization has reshaped consumer behaviour and
marketing techniques, analysing the trends and implications for businesses. By
understanding these changes, businesses can better align their strategies with
contemporary consumer expectations and leverage digital tools to enhance their
marketing effectiveness.

Digital marketing has completely changed how companies function and interact with
their clients. Companies in India are rapidly recognizing the need to implement
effective digital marketing strategies to reach their target audience, generate brand
recognition, and drive company success in today's digital world. As the digital
environment develops, organizations and marketers must keep on top of developing
digital marketing trends to remain competitive and capitalize on possibilities
(Makrides et al., 2020) this study offers a comprehensive literature analysis to identify
and analyse new digital marketing trends in India. The evaluation discusses the
advantages, disadvantages, and tactics utilized across digital marketing, including the
effect of the COVID-19 outbreak on buyer behaviour along with the growth of
internet marketing across India. This study gives significant insights into India's
growing digital marketing environment by synthesizing research articles with practical
implications for organizations and marketers (Deekshith & Kinslin, 2016)
Digital marketing has revolutionized how businesses operate and engage with
customers. In India, the rise of digital platforms has necessitated the adoption of
advanced digital marketing strategies to connect with audiences and boost brand
recognition. This transformation has had a profound impact on consumer behaviour,
driven by the constant evolution of digital trends and technologies.
Key Shifts in Consumer Behaviour,

1. Enhanced Comparison and Expectations:

Broader Comparison: Consumers now compare brands across various industries,
focusing on attributes such as customer service, product quality, and digital presence.
This creates a challenge for brands to excel beyond their direct competitors.
Value for Money: Modern consumers expect superior products and services and are
willing to pay more for enhanced quality and customer experience.

2. Expanded Word of Mouth:

Digital Amplification: Word of mouth remains influential but is amplified by digital
platforms. A single review or social media post can significantly impact a brand’s
reputation and consumer perceptions, making online reputation management crucial.

3. Preference for Digital Marketing:

Trust in Digital Channels: Consumers increasingly trust digital channels over
traditional media. This shift compels brands to engage directly with customers through
digital platforms to build relationships and trust.

4. Omni-channel Expectations:
Seamless Experience: Consumers expect a smooth and consistent shopping experience
across all channels and devices. Brands must develop Omni-channel strategies that
provide a unified and convenient experience.

Impact of COVID-19 on Consumer Behaviour

1. Economic Impact: The pandemic led to reduced impulsive purchases and a focus on
essentials due to economic uncertainties and job losses.
2. Crisis Marketing: Brands had to adapt their messaging to the new reality, showing
sensitivity and creativity in their marketing efforts.
3. Increased Digital Dependence: Consumers became more reliant on digital platforms
for shopping and communication, prompting brands to embrace virtual interactions.
4. Changing Needs: There was a shift towards comfort, nostalgia, and self-sufficiency,
influencing consumer preferences and behaviours.
5. Future Outlook: Brands need to focus on empathy, personalization, and maintaining
strong customer relationships to thrive in the post-pandemic era.
HISTORY AND EVOLUTION OF DIGITAL MARKETING

Digital marketing in has experienced rapid growth over the past decade, driven by
factors such as increased internet penetration, the rise of social media, and the
growing adoption of smartphones. Here's a brief overview of the background:
1. Early Adoption: Digital marketing gained traction in India in the early 2000s with
the emergence of internet usage. Initially, it was primarily focused on email
marketing, banner ads, and search engine marketing.
2. Mobile Revolution: The advent of affordable smartphones and cheaper mobile data
plans led to a significant shift in consumer behaviour. Mobile marketing, including
SMS marketing and app-based advertising, became prominent.
3. Social Media Boom: Platforms like Facebook, Twitter, and Instagram gained
popularity, providing businesses with new avenues for marketing and customer
engagement. Influencer marketing also became a notable trend, especially among
younger demographics.
4. E-commerce Growth: The rise of e-commerce giants like Flipkart, Amazon, and
Snap deal further fuelled digital marketing activities. Brands started investing heavily
in online advertising to reach their target audience on these platforms.
5. Content Marketing: With the increasing importance of content in digital marketing,
businesses began focusing on creating high-quality, engaging content to attract and
retain customers. Blogging, video marketing, and podcasts gained prominence as
effective content marketing strategies.

6. Search Engine Optimization (SEO): As more consumers turned to search engines

like Google to find products and services, SEO became crucial for businesses to
improve their online visibility and rank higher in search engine results pages (SERPs).
7. Data-driven Marketing: With the availability of advanced analytics tools, marketers
started leveraging data to gain insights into consumer behaviour and preferences. This
led to the rise of personalized marketing campaigns tailored to individual customer
segments.
8. Regulatory Changes: The introduction of regulations such as the General Data
Protection Regulation (GDPR) and India's Personal Data Protection Bill prompted
businesses to reassess their digital marketing strategies to ensure compliance with data
protection laws. Overall, digital marketing in India continues to evolve rapidly, driven
by technological advancements, changing consumer behaviour, and regulatory
developments. It has become an integral part of the marketing mix for businesses of
all sizes across various industries.

REVIEW OF LITERATURE

“The Development and Current Trends of Digital Marketing and Relationship

Marketing Research” (Thaichon & Ratten, 2021)

Summary: This review highlights how new information and

communication technologies have revolutionized business
communication and relationship management. Key topics include email
and website marketing, search engine marketing, user-generated content,
co-creation marketing, social media marketing, and advanced techniques
like immersive marketing and AI-based marketing.

“The Impact of Digital Marketing on Consumer Behaviour and Market

Expansion” (Karimi & Hunte, 2021)

Summary: This study reveals that digital marketing has significantly

altered consumer behaviour and driven market expansion. It identifies
personalized advertising, social media influence, and mobile
optimization as major factors contributing to these changes.

“An Investigation into Digital Marketing and its Effects on Contempered

Markets” (Patil, 2023)

Summary: This review discusses the significance of digital marketing

for both consumers and marketers. It contrasts digital marketing with
traditional methods, outlining its various forms, advantages, and
disadvantages.

“The Efficacy of Digital Marketing Strategies” (Banerjee & Upadhyay, 2023)

Summary: The paper emphasizes the new opportunities and challenges

digital marketing presents. It discusses how digital marketing uses the
internet to create demand and adapt traditional marketing concepts,
highlighting its value in driving consumer engagement and sales.

“Personalization and Consumer Behaviour: A Review of Current Trends”

(Arora et al., 2008)
 Summary: This review explores the effectiveness of personalized
marketing strategies. It examines targeted advertising, recommendation
systems, and the role of data analytics in influencing consumer
behaviour.

“A Study on Assessment of Trends in the Application of Digital Marketing”

(Chatterjee, 2019)

Summary: This study assesses how technological advancements affect

consumer habits and digital marketing practices. It notes that online
shopping habits have remained relatively stable, despite the ongoing
digital transformation.

“Digital Marketing's Impact on Consumer Behaviour: A Comprehensive

Analysis” (Agrawal, 2023)

Summary: This comprehensive review analyses e-marketing from 2003

to 2023, identifying key research themes and methodologies. It uses the
Hanson Internet marketing framework to structure its findings and
contribute to the existing body of literature.

“E-commerce Trends and Consumer Behaviour: A Review” (Bhatti, 2015)

Summary: This review focuses on e-commerce trends and their impact

on consumer behaviour. It discusses online shopping patterns, consumer
expectations, and the rise of digital payment systems.

“A Study on Digital Marketing and its Impact on E-Business” (Agarwal, 2024)

Summary: This study examines the shift from traditional to digital

marketing, highlighting the role of social media and search engine
marketing in influencing consumer decisions and expanding e-business.
It compares traditional and digital marketing, noting the unique
advantages and challenges of digital platforms.

“In a World Created by Digital Communication, the Role of Digital Marketing in

Consumer Behaviour” (Akarcan, 2024)

Summary: This review emphasizes how digital marketing allows brands

to tailor products and services to diverse consumer needs across online
platforms. It highlights the ease of product reviews, up-to-date
information, and quick customer service as key benefits of digital
marketing.
RATIONAL OF STUDY

Digitalization has fundamentally transformed both consumer behaviour and marketing

techniques. As new technologies and digital platforms continue to evolve, they
reshape how consumers interact with brands, make purchasing decisions, and engage
with marketing content, the study aims to understand how digital marketing has
altered market dynamics and consumer behaviour. With India’s vast internet user base
and rapidly evolving digital landscape, the research seeks to highlight recent trends
affecting consumer behaviour and the conversion of online traffic into customers. The
findings will inform businesses on adapting their marketing strategies to remain
competitive.
OBJECTIVE

The study aims to:

- Explore the impact of digital marketing on consumer behaviour.
- Understand how digital marketing has transformed market scenarios.
- Analyse changes in consumer mind-set and expectations in the digital age.
RESEARCH METHODOLOGY

1) Research design – Descriptive research is used to describe characteristics of a

population or phenomenon being studied.
2) Sample Techniques-
a) Sample design- Convenience Sampling Method will be used in the research
design since the random number of people will be forwarded with the
questionnaire and the outputs will be obtained only from volunteers
b) Sample selection- Only samples from people over 17+ years of age and under
60 years will be considered.
3) Tools for data collection-
a) Primary data will be collected through questionnaire
b) Secondary data will be collected from internet, journals
4) Tools for data analysis – appropriate tools will be used to analyse the data.
REFENCE

www.economics.about.com www.researchandmarkets.com
http://www.newagepublishers.comepw.in/pew/user/
www.icmrindia.org/casestudies/Management http://www.sbicaps.com
http://www.investopedia.com/categories/Management
http://www.investopedia.com/terms/f/financial-service-management.asp.
https://www.researchgate.net/publication/
351274642_Digital_marketing_changing_consumer_behaviour