Future Prospect of Digital Marketing with Reference to Online Ad Banners and DWOM in India

Abstract

Digital marketing is the unified processes of constructing and maintaining customer relationships using electronic devices to establish the exchange and flow of products, and services in the market. It is marketing that bridges electronic technology with psychology in the marketplace. The intention of this study is to understand future prospect of digital marketing with reference to online ad banners and Digital word of mouth (DWOM) in the form user generated product reviews and ratings. The study in based on the analysis of current literature and statistical facts and figures available on the subject. The study reveals Digital Media Industry is standing in the midst of immense growth and moving at a speed thats way faster than any other media avenues. In this wake, it is important for Advertisers, Agencies and Ad networks to understand how this industry will shape up in the next couple of years.