A Shift in Marketing from Traditional Ad Spending To Digital Advertising

The buzz word digital marketing has mushroomed the market of customers to make the purchase online. With the coming up of unprecedented COVID-19 circumstances have completely changed. The customers now look for those products that are readily available on an online platform instead of physically examining the quality aspects of the product. This research paper will study and analyze the trajectory of spending pattern from offline promotion of advertisement to digital media. This is an interpretive research based on primary and secondary research methods. Findings of the research paper provide that seeing the comfort zone of today’s generation, consumers desire to buy more where the ease of availability and would be a rise in the demand for social media for such products in India in the coming future. Digital marketing is the promotion of goods or services through the use of digital technologies, primarily the Internet, but also mobile phones, display advertising, and any other digital medium. The evolution of digital marketing since the 1990s and 2000s has altered how brands and businesses use technology for marketing. Digital marketing campaigns are becoming more prevalent and efficient as digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical stores. This paper primarily focuses on conceptual understanding of digital marketing, specifically how digital marketing works. This paper is a sincere effort of the authors to identify the paradigm shift of marketing from Ad spending to digital advertising