Role of Digital Marketing as a Platform for Promoting Consumer Products/Brands

Abstract

Digital marketing is not only fast paced but has impacted many businesses positively that totally depends on this efficient medium to reach their target audience. Consumer brands that have been using conventional methods of marketing have started depending on digital marketing and blended it well within their marketing mix. This paper highlights the multiple dimensions of Digital marketing in generating brand awareness, recognition and recall and also becoming an imperative part of business strategy. The guiding framework discusses the important role of digital techniques in revolutionizing the marketing and becoming a vital part of marketing strategy for businesses irrespective of their size and sector they deal in, holding a significant role for the provision of promotion of consumer brands/ products. Various Issues involved with brands focusing on Digital Marketing keeping in view Local Preference, Brand Engagement Level, Brand loyalty & Brand Attachment are also considered to evaluate the data and viewing effects of consumers & local businesses. This study also highlights various level of satisfaction involved in using Digital Marketing as an online business tool. One of the aims of the research is to understand how Digital Marketing can impact on Consumer Brand Perception. Findings are discussed with regard to their practical and scholarly implications to understand that “Digital Marketing” can create a positive impact on promoting consumer brands.