Role of Digital Technologies in Marketing: Transforming Strategies in the Indian Context

Abstract

The proliferation of digital technologies has had a profound effect on marketing strategies worldwide, especially in India, a nation experiencing rapid economic growth and an expanding digital infrastructure. This review paper examines the significant impact of digital technologies on the marketing landscape in India, emphasising the transition from conventional methods to digital-focused strategies. Some important digital technologies are social media marketing, search engine optimisation (SEO), content marketing, mobile marketing, data analytics, artificial intelligence (AI), and marketing automation. The paper showcases case studies that illustrate the successful implementation of these technologies in order to enhance brand engagement, increase visibility, and boost sales. Nevertheless, the paper also examines the obstacles encountered by Indian businesses in assimilating digital technologies, including constraints in infrastructure, apprehensions regarding data privacy, and the necessity for ongoing technological adjustment. The paper also offers valuable insights into forthcoming trends, forecasting the ongoing development and growth of digital marketing practices in India. The results highlight the importance of strategically and innovatively employing digital tools to achieve sustainable growth and gain a competitive edge in one of the most promising markets in the world.

Keywords: Data Analytics, Search Engine Optimisation, Digital Technologies, Transforming, Artificial Intelligence

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