An empirical study to enquire the effectiveness of digital marketing in the challenging age with reference to indian economy

Everyday marketers are facing challenges and getting many new opportunities within this digital age. marketers are basically making use of electronic media to promote all the goods and services into the market. one of the major challenges the marketer has to deal with is to know how to persuade someone and how to come up with ways in order to attract and retain prospective customers. the issue could easily be solved by making or allowing customers to interact or talk about the brand through the use of digital media. through this research the researcher would be focusing and talking about the importance of digital marketing for both customers and the marketers. this research is conducted to understand why digital marketing is more effective than traditional media and what are the major differences between digital and traditional media. the researcher made use of primary and secondary data,and a close ended questionnaires,where a sample of 105 respondents were selected. the data was collected through google forms and analysed using the spps statistical tool to explore descriptive statistics like frequency,mean,standard deviation as well as cross-tabs and inferential statistics,comprising regression analysis and anova. secondary resources were used to do review of literature through journals and articles. this research will also show the major factors that affect the effectiveness of digital marketing in the era of digitisation,where every marketer is opting for digital marketing to promote his brand(s). © universiti putra malaysia press.