A Study to Explore Emerging Trends and Innovation in Digital Marketing

Abstract

As time passes, businesses are adapting to various digital marketing strategies as it helps them connect with the consumers effectively. With the continuous evolution of technology - new innovations and trends are developed that change the nature of the relationship businesses have with consumers. The focus of this research is to highlight the most recent trends and advancements pertaining to digital marketing with reference to effect of various digital marketing tools primarily SEO, SEM, SMM and AI technologies. The study also emphasizes the important relationship between consumer behaviour and digital marketing tool, and the importance of all the above for market growth. Methodology of the study considers primary and secondary data sources it utilizes. The data utilized in the study is collected from Rajesh’s Aircon Group of Companies. To gain primary data, the study involved 160 respondents using the survey approach with the help of a questionnaire. In the end, they examined and analysed the data collected by SPSS version 26.0.