Digital Marketing – A review of the trends in Industry and Constantly changing dynamics

The consumption and ease of accessibility of the internet and social media have changed consumer behaviour which has resulted in companies to reshape and realign their strategies. The effort with this exploratory research is to understand how new technologies and trends have become relevant and go hand in hand for organizations to shape their strategies. Social Media Marketing and Digital Marketing has empowered businesses and brands to reach wider audiences with much lower costs and less manpower to be employed for redundant tasks. Digital marketing is reshaping marketing strategies constantly and is using new technologies, platforms not only to attract customers but to give them an immersive experience and engage them with the brand. Digital marketing is now not only limited to a few platforms but has evolved into a multi platform, multi media interconnected web of Digital Marketing Mix.  Multi Marketing/ Omni Channel Marketing are in play when brands are pushing the use of interconnected eco-system of technologies to enhance customer experience. With the emergence of Artificial Intelligence the traditional Digital Marketing Tools, platforms can more effectively engage with a wider audience keeping in check costs and at the same time catering personalized experience. This paper is an effort to study the adoption, practice and future of Digital marketing.