A Study on the Evolution of Digital Marketing

Abstract

Objective: Digital marketing in the growing world has paved the way for many small-scale businesses to reach every corner of the geographic locations that they could not reach physically. The study focuses on the digital marketing usefulness based on past trends, in forecasting the near future trends in emerging markets when it comes to evolution of digital marketing, the effect of COVID-19 on digital marketing, comparison of past, present and scope for future businessmen to analyse the market to launch digital platform. SWOT analysis is also an integral part of this study as an attempt to dive in depth of positive and negative sides of digital marketing.

Methodology: The study on the systematic Evolution of digital marketing is studied depending on the secondary sources with an intention to dive in depth of emergence and evolution of digital marketing. The semi-systematic review is done by studying different reports and articles published from Google Scholar, ResearchGate, SSRN and other such publication websites.

Findings: The study on the evolution of digital marketing has come out with the common ground that digital marketing of products, services, businesses and any other things would see an increasingly greater demand in upcoming years. Due to emergence of high-speed internet, electronic gadgets, standard of living has paved the way for people to buy products that make them feel on par with their peers. The intense feeling or want that makes people to find pleasure in buying expensive products has led for the growth of digital marketing. Moreover, the study has been an evidence by itself how rural areas have revolutionized from lack of internet and network to modern way of internet and electronic gadget usages. COVID-19 is found as another reason in this study for the booming of digital marketing.

Practical Implications: This study on Evolution of digital marketing would help students, researchers, readers to learn various reasons for the causes for evolution of digital marketing, the base COVID-19 has formed for the dependency of people on internet and electronic gadgets and also the impact digital marketing has on businesses due to which they have gone digital from traditional approach of marketing.

Originality/Value: This study is purely a secondary study which would give out understanding of digital marketing, its benefits, the future scope, various strengths, weaknesses, opportunities and Traits for the marketers. The main limitation of the study as this is a secondary study, the study could be better analysed by conducting face-to-face interviews with the involved people like sellers, buyers, patients recovered from COVID-19 virus as they would be in a better position to contribute to the study with their real-life situations.

Paper type: Case Study