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Introduction.

Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term digital marketing has grown in popularity over time, particularly in certain countries. In the USA online marketing is still prevalent, in Italy is referred as web marketing but in the UK and worldwide, digital marketing has become the most common term, especially after the year 2013. Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. The way in which digital marketing has developed since the 1990s and 2000s has changed the way brands and businesses utilize technology and digital marketing for their marketing. Digital marketing campaigns are becoming more prevalent as well as efficient, as digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of going to physical shops OBJECTIVES 1) The main purpose of this paper is to recognize the usefulness of digital marketing in the competitive market. 2) To study the impact of digital marketing on consumers purchase. METHODOLOGY APPLIED • Primary Data: The research is done through observation and collection of data through questionnaires . • Secondary Data: Secondary data is collected from journals, books and magazines to develop the theory. • Sample Size: The sample size is determined as 100 respondent’s op inion from the customers who presently purchasing products with a help of digital marketing. ADVANTAGES OF DIGITAL MARKETING TO CONSUMER AND ANALYST Digital marketing technologies permit the customers to keep on with the company information rationalized (Gangeshwer, 2013). These days a lot of customers can way in internet at any place whichever time and companies are constantly updating information regarding their goods or services. Customers know how to visit company’s website, examine with reference to the products and make online purchase and afford feedback. Consumers get complete information related to the products or services (Gregory Karp, 2014). They can make comparison with other related products. Digital marketing allows 24 hours of service to make purchase for the consumers. Prices are transparent in the digital marketing (Yulihasri, 2011). Digital marketing have a greater future in the present market. • Consumers are satisfied through purchasing digital marketing. • People find it safe mode of online purchase. • Ratio of male customers is very high in online shopping that is 70% • Awareness about online shopping is 100% among the respondents. • Income of respondents mainly falls in the range of Rs. 10,001 to Rs. 20,000 that is 49%. • Employees of various companies are purchasing more than others through online shopping that is 50%. Most numbers of respondents that is 38% feels that online shopping have simple buying procedures; others feel that they can have a broad variety of products, products with lower price, a variety mode of payments etc. • 54% of respondents feel that availability of online information about Product & Services is outstanding. • 46% of the respondents purchase the products 2 to 5 times annually SUGGESTION 1) Improve technical advancement in promotion of digital marketing. 2) Collect and implement the feedback provided by the consumer in the right way. 3) Provide a transparent and good service to the consumer before and after purchase. 4) Creating awareness among the people about digital marketing. 5) Complete description need to provide about the product to the online shoppers CONCLUSION Digital marketing has turn out to be crucial part of approach of many companies. At the present time, still for tiny business proprietor at hand have an extremely inexpensive and competent method by using digital marketing to market their products or services in the society. It has no restrictions. Company can utilize any devices such as tablets, smart phones, TV, laptops, media, social media, email and lot other to support company and its products and services. Digital marketing may achieve something more if it considers consumer desires as a peak priority.