Assessing the Role of Digital Marketing in Navigating Challenges in the Indian Business Landscape

Abstract

 In the digital age, marketers face a dynamic landscape replete with both challenges and opportunities. They harness electronic media to effectively promote a wide array of goods and services. Among the chief challenges they encounter is the art of persuasion and the strategic cultivation of prospective customers. Addressing this challenge can be achieved by fostering customer engagement and conversation through the utilization of digital media. This study underscores the pivotal significance of digital marketing for both marketers and customers, seeking to understand the superiority of digital marketing over traditional media and elucidating the key differentiators between the two. To conduct this research, the researcher employed a blend of primary and secondary data sources, employing structured, closed-ended questionnaires distributed to a sample of 105 respondents through Google Forms. The gathered data was meticulously analyzed using the SPSS statistical tool to unveil descriptive statistics such as frequency, mean, and standard deviation, as well as more complex analyses including cross-tabulations, regression analysis, and ANOVA. Complementing this primary data, secondary resources were tapped, including scholarly journals and articles, to provide a comprehensive review of the existing literature. This investigation will shed light on the primary determinants influencing the efficacy of digital marketing in the age of digitization, a period where nearly every marketer opts for digital channels to promote their brands.