A STUDY ON IMPACT OF DIGITAL AND ONLINE MARKETING: STRATEGIES, TRENDS, AND FUTURE PROSPECTS

Digital and online marketing have transformed the way businesses promote their products and services, enabling them to reach a vast and diverse audience through internet-based platforms. This paper explores the fundamental concepts, strategies, and emerging trends in digital marketing, highlighting the significance of online marketing in the contemporary business landscape. Key components such as search engine optimization (SEO), social media marketing, content marketing, influencer marketing, and data-driven advertising are examined to understand their impact on consumer engagement and brand growth.

Additionally, this study discusses the challenges businesses face in the digital marketing sphere, including data privacy concerns, algorithm changes, and market saturation. With the increasing role of artificial intelligence (AI) and automation, the paper also investigates the future prospects of digital marketing and its potential to further revolutionize customer interactions. The findings suggest that businesses must continuously adapt to technological advancements and evolving consumer behavior to maintain a competitive edge in the digital marketplace.