Audience Perception and Response towards Digital Marketing Elements

Abstract

Digitalizing business activities eases the process as well as benefits the customers. Most of the business organizations have already digitalized their business from manufacturing to distribution of their goods & services. Marketing using digital technology and advertising through digital platforms are gaining momentum. This general study focuses on the digital marketing activities, awareness level, perception and attitude of the customers towards it. Digital marketing also acts as a great support to physical stores.  The results of this study indicate that social media advertisements are powerful ads in reaching and influencing the audience. Majority of the customers involved in the study have expressed a strong positive perception towards digital marketing activities.