Consumer Perception on Digital Marketing Gender Based Analysis

10.5281/zenodo.10432480

Abstract : Digitization being a key economic driver in the present world it
is important to integrate the economy by creating digital markets.This
revolution has been aided by the advent of the Internet in a big way. Internet
is fast changing the way people used to do things. Naturally, the same
would have an impact on the advertisers. The Internet has been accepted
as the most powerful media for advertising due to the absence of
geographical barriers. The advent of the Internet and its subsequent
acceptance has once again challenged the traditional forms of advertising.
Advertisers are trying to use the ‘net’ to advertise their products and hence
‘net’ their customers. Thus, with the Internet gaining prominence, advertising
equations are fast changing.The present paper is guided by the objective
to study the impact of online marketing on Indian economy, the growth
pace and its benefits and challenges.