Mrs, Neha Girish Deshmukh and Ganesh Chaudhari

ABSTRACT

The aim of the study is to examine the implication of digital marketing in consumer purchase decision and to find out that the consumers are aware of digital marketing and the digital channels influence in their purchase decision. E-marketing or digital marketing is referred as marketing principles and techniques via electronic media and more specifically the Internet. The consumers today are exposed to various faster digital communication channels, wider networks and new devices and their connectivity with marketers is increasing every day and everywhere in the world. Digital marketing has no boundaries. Company can use any devices such as smart phones, digital billboards, and media such as social media, SEO (search engine optimization), e-mail and lot more to promote company itself and its products and services. Companies should create innovative customer experiences and specific strategies for media to identify the best path for driving up digital marketing performance. The paper build on the relevant literature and at the same time examines consumer behavior by questionnaires. Keywords: Consumer purchase decision, Digital marketing, E-marketing, Internet shopping, SEO, Social media, etc.