Reviewing The Trends and Effects of Digitization in Marketing

Abstract

Having been an ever-evolving field, marketing has been shaped by significant trends, including the rise of digital marketing, the importance of data analytics, and a focus on personalization and customer experience. This paper has reviewed the recent trends in digital marketing, including personalization, influencer marketing, video marketing, virtual and augmented reality, voice search optimization, social media platforms, chatbots, and mobile optimization. The literature review has explored the effectiveness and impact of digital marketing on consumer behavior and the overall performance of businesses. The findings have stated that to remain competitive, businesses must stay informed about the latest trends and technological advancements, such as influencer marketing and AI, and be adaptable in their approaches. In India, the digital marketing landscape has expanded due to increasing internet and mobile penetration, higher consumer disposable incomes, and government initiatives like Digital India. Balancing conventional and digital marketing strategies has helped companies effectively reach their target audience and achieve their marketing objectives.

DOI - https://doi.org/10.65525/SVUP.9788199651562.2026.83-90