Role of Digital Marketing in Growth of e-Commerce Business in India: An Empirical Study

Abstract

The Indian market is moving more quickly than ever now. The internet is a channel for marketers to communicate with customers. People in India increasingly spend more time online daily, browsing the internet and using social media like Facebook, WhatsApp, and other sites. Thus, rather than focusing on conventional marketplaces, businesses are turning their market into a digital one by selling their goods online and making them accessible on numerous social media platforms. Social media is the source of the rise of digital marketing. People now spend time on social media, which is advantageous for marketers. India's digital marketing industry is expanding more quickly every day. Today Marketers are providing all the goods and services through online portals. It is only the way to gain success in the Consumer Market. This paper focuses on highlighting eCommerce's growth through digital marketing In India. 237 Marketers from digital marketing sector were surveyed to know the factors that determines the role of digital marketing in growth of E-commerce Business in India. The study concludes that Effective marketing, Target customer, Global reach and Strategy and Plans are the factors that determines the role of digital marketing in growth of E-commerce Business in India.