IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOR WHILE BUYING A SMARTPHONE

Abstract

Digital marketing and consumer buying behavior are among the most important topics currently researched by marketers as organizations constantly strive to achieve maximum functional efficiency while understanding, influencing and fulfilling its customer’s needs and wants. Organizations seek to motivate their customers to buy their products and services instead of their competitor’s products and services and to do so the foremost tool used for this purpose is marketing. Consumer behavior is a very broad subject but for organizations while selling their products and services, the most important aspect of this subject is the buying behavior because at the end of the day buying translates into revenues. Ever since the advent of digital marketing, the marketing industry has been revolutionized due to its effectiveness while targeting the desired segment. Tiago et al. (2014) while discussing significance of digital marketing concludes that organizations can use digital marketing for strong brand development. Digital medium for interacting with customers, supply chain partners and other stakeholders will lead the organizations to gain competitive advantage in their respective industries. Interacting with the customers helps in engaging the customers and maintaining customer relationships. In this digital era, it is highly unlikely for a firm to remain successful or even survive in the industry with only relying on traditional marketing medium while performing marketing activities.