Consumer Buying Behavior Towards Digital Marketing: A Review

Abstract

The advancement of technology on a worldwide scale has brought about a shift in the strategies employed by marketers, moving away from traditional approaches like billboards and print ads towards a stronger focus on e-marketing platforms. This change is reflected in the formulation of marketing plans, which are now tailored to target specific audiences in order to align with the rising prominence of online marketing, e-commerce, and web-based enterprises. Present-day companies are giving precedence to the creation of websites to showcase their products, rather than depending solely on conventional advertising channels such as television, billboards, magazines, and newspapers. E-marketing is increasingly being acknowledged as the future of marketing due to its efficiency, cost-effectiveness, and ability to deliver precise information promptly. Studies have shown that a substantial percentage of individuals, ranging from 80-90%, are attracted to online ads, especially those found on social media platforms. These ads are not restricted by gender or age, as users from diverse demographics come across content tailored to their preferences on platforms like Facebook. Contemporary consumers are more inclined to make purchases based on online ads rather than traditional media outlets like newspapers, magazines, or TV. With a decline in brand loyalty among consumers, companies are turning to e-marketing strategies to provide regular updates on their offerings, thereby fostering customer loyalty. To stay competitive in today's business landscape, companies must embrace e-marketing, e-commerce, online banking, and other digital tools for buying goods and services. E-marketing has emerged as a crucial success factor for modern marketing firms, offering a holistic approach to global marketing through channels like YouTube, Facebook, email, and business websites. The rising popularity of e-marketing is evident in the increasing adoption of this advertising style by businesses aiming to connect with consumers.