Impact of Digital Marketing on Consumer Decision Making

Digital Marketing- A new era of marketing in 21st century. With the passage of time it is noted that companies are shifting from traditional market to the digital marketing and digital market has captured a wider area of market in the urban areas. Digital marketing provides more readily available information to the consumers which makes it a safer option than the traditional one. Though it is a highly competitive area but it uses digital technologies which reduces cost and help expanding business globally. With advancement in technology and remarkable uptrend in using the internet, digital marketing can help companies in understanding the behaviour of the user. This research study depicts the impact of digital marketing on consumer decision making. Data has been collected from multiple sources of evidence, including various books, websites & journals. The paper describes the role of digital marketing in this modern world and concludes that it is an important tool in consumer decision making which additionally improves the organizational productivity and helps in capturing wider area of the market. Therefore digital marketing can be considered to have a positive impact on consumer decision making, enabling the vanishing of traditional market from the competitive world.