A Study on the Impact of Existing and Emerging Trends in Digital Marketing on Consumer Buying Behavior

Abstract

Digital marketing is one of the important components of marketing that uses the internet as well as the online platforms, digital media, and technologies for the promotion of services/goods. Digital marketing has become almost inevitable for brands and marketers. Nowadays, from clothes to medicine, everything reaches our doorstep within a few clicks. Content marketing, social media marketing, search engine marketing, email marketing, display advertising, influencer marketing, interactive marketing, chatbot, visual search, etc. are existing and emerging trends of digital marketing. The purpose of this research is to find out the impact of the existing and emerging trends in digital marketing on consumer buying behavior and up to what extent these trends affect the consumers. Descriptive research-the type of conclusive research was conducted for achieving the objectives of the study. Data were collected from 136 respondents who are exposed to digital marketing strategies using the non-probability convenience sampling method. The findings of the study suggested that existing trends such as social media marketing, content marketing, search engine marketing, and display advertising create an impact on consumer buying behavior. Whereas emerging trends such as visual search, interactive marketing, influencer marketing, and personalization have a significant impact on consumer buying behavior.