stdClass Object ( [id] => 8071 [paper_index] => EW201803-01-002370 [title] => KEY STRATEGIES, NECESSITIES OF DIGITAL MARKETING TO SUCCEED IN CURRENT ERA [description] =>
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[author] => Jayadatta S [googlescholar] => https://scholar.google.co.in/citations?user=KeqZGcIAAAAJ&hl=en [doi] => [year] => 2018 [month] => February [volume] => 6 [issue] => 2 [file] => eprapub/EW201803-01-002370.pdf [abstract] =>

New or rather contextual definition of digital business refers to the way in which businesses are adopting and transforming technology platforms for their physical assets to improve processes to connect internally and in turn to their stakeholders-suppliers, customers, shareholders, employees and public at large. Fundamentally speaking digital is changing how companies do business, enabled by data and technology digital as such is a continous form of disruption to business products, services, experiences and models. Ironically it has radically changed the way people consume content, access and communicate products and services. Even as existing companies work to gain the required agility to compete in today’s increasingly complex market landscape new companies are popping up overnight. How and to what extent an enterprise responds to the digital challenge will significantly impact its survival today and also its success in years to come. By becoming essentially digital today’s successful companies are exploiting opportunities and also managing risks to be on par with technology. Majority of the people spend more time online in India every year and digital tools and various other sites which they use play an ever growing role in transforming their lives. Smart marketers however keep on top of the scale of change and ensure their effective marketing strategies to be competitive in marketplace. Digital has already disrupted established businesses in many industries, but sooner there will another tidal wave of digital change. Whether a company is among early adopters disrupting the market or among those forced to follow is certainly dictated by how one understands and responds to risks and opportunities that digital presents. The present paper begins with an introduction about Digital Marketing, overview of digital marketing industry in India, highlights latest trends in digital marketing in India, throws a light on some of the major digital marketing agencies and also discusses the necessity of using this strategy of marketing for various products and services.

KEYWORDS: Digital Marketing, technology, marketing strategies, digital marketing agencies, Smart marketers, Business models

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