DIGITAL MARKETING & CONSUMER PURCHASING TRENDS

Abstract

This study is taking into view how consumer purchasing trends can be impacted by digital marketing as well as advertising. The other area of focus will be the business aspect and what obstacles they are facing in terms of moving towards virtual mediums. The data was gathered through the help of responses from questionnaires that discussed different factors for businesses and their obstacles and customers regarding these aspects. The purpose for this study was that there has been an increase in advertising and digital marketing because the world has developed a lot in the past few years due to the growing use of technology in every field which have impacted how even our daily life is moving. The present situation of the world in which a pandemic has shaken everything up, people have now started to prefer mediums that they don’t have to come into physical contact with such as advertising on social media is completely virtual. For the business side, the results showed that they are considerably lacking the knowledge that they need to succeed in the virtual world and there is also absence of proper skill full teams for marketing and advertising. So, the study has given recommendations for businesses to improve their gam in the market with the help of these right technological tools.