A STUDY ON DIGITAL MARKETING IMPACT ON PURCHASE OF DREAM CAR IN MSIL WITH REFERENCE TO THANJAVUR

Abstract

Creating awareness of digital marketing is of paramount importance for marketing Digital marketing. More number of marketing Digital marketing tools are available for each business to choose from based on their preference. Nowadays, digital marketing tools are at the apex of marketing Digital marketing which is a deconstruction of the traditional marketing tools. This plays a good interface between the marketers and the consumers. A systematic and strategic use of digital marketing tools is a compliment to attain competitive advantage for a business. This study is an earnest effort to investigate the choice of appropriate digital marketing Digital marketing tools that would create brand awareness among prospective consumers. The study adopted Delphi Method to understand the impact of digital marketing Digital marketing tool and brand awareness. Interviews with panel participants gave insights indicating that the paid digital content having a greater impact than the proactive content.