A STUDY ON LITERATURE REVIEW FOR IDENTIFYING THE FACTORS IMPACTING DIGITAL MARKETING

摘要

In today's era, digital marketing has an extensive utilization in various sectors. The impact of digital media has been very much visible among the young aspirants especially in higher education and it has become an inherent part of the decision-making process of the young students. A couple of years back we found that the integration of digital marketing strategy and a well-defined business plan was something which was rarely heard of. But in recent years statistics reveal that India has over 360 million internet users and approximately 85% of the population is mostly active through the smartphone devices. And almost 49% of the companies though they have no well-defined plan as such are investing in digital marketing. The proposed article will be an overview of the various literature reviewed on digital marketing and factors impacting digital marketing. The objective of the paper is to find out the gap between various existing literature on digital marketing and factors impacting digital marketing particularly in the education sector. Literature shows that the world of digital marketing is constantly in a flux to accommodate both the rising number of e-users and the latest innovations that are coming up every day.