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A STUDY ON EFFECTIVENESS OF DIGITAL MARKETING STRATEGIES

Ms. V. Pooja¹, Dr. P. Raman²

1. Student, Department of Master of Business Administration, Panimalar Engineering
2. Assistant Professor, Department of Master of Business Administration, Panimalar Engineering College.

ABSTRACT

This study investigates the effectiveness of digital marketing strategies with a focus on engaging audiences. Utilizing a descriptive research design, we explore various digital marketing approaches and their impact. Our sampling method employs Probability sampling, with a sample size of 274 participants. Through comprehensive analysis, we aim to provide insights into the efficiency of digital marketing techniques in reaching and resonating with target audiences. This research seeks to contribute to a deeper understanding of how businesses can optimize their digital marketing efforts to enhance audience engagement and achieve their objectives effectively. This research delves into the efficacy of digital marketing strategies, with a focus on understanding consumer behaviour and preference dynamics. This study unveils the intricate relationship between digital marketing strategies, consumer demographics, and purchasing behaviour.