A Typology of Digital Marketing Channels with a Special Reference to India

Uttam Kaur and Aarti Dangwal

Chapter 14 in India's Technology-Led Development:Managing Transitions to a Digital Future, 2023, pp 259-268 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Digital marketing is the promotion of goods or services via the use of digital technology, such as websites, cellphones, display advertisements and every other digital media. Since the 1990s and 2000s, online marketing has altered the way companies and organizations adopt new technologies for promotion. Digital marketing efforts are growing highly widespread and effective as social media platforms are more interwoven into marketing strategies and daily activities, and as individuals utilize digital gadgets rather than accessing physical locations. The study’s findings indicated that digital marketing messaging may even stimulate need awareness in product categories with a high level of participation. Customers are happy about digital communication, are influenced by other customers’ feedback, and share their post-purchase sentiments through digital media. However, the research found that, while customers have a positive use of digital channels across the choice process, they equally value the use of different channels.

Keywords: Management in India; Metaphysical Perspective; Change Management; Diversity; Equity and Inclusion; Sustainability; Economic Models; Culture; History; Archeology; Technological Growth; Globalization; Nationalization; Localization; Corporatization; Civilizational; Stakeholder; Knowledge Partnership; Strategic Development; Eastern Perspective; Indian Approach; Intellectual Property Rights; Rural-Urban Dynamics (search for similar items in EconPapers)
JEL-codes: M1 O31 O32 O33 O34 (search for similar items in EconPapers)
Date: 2023
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