INFLUENCE OF DIGITAL MARKETING ON BRAND BUILDING

Digital marketing has emerged as a specialism over the last decade with its origin rooted in direct marketing. The increase in the number of personal devices and its use means brand marketers have many more ways of communication directly and indirectly with their target consumers. The study focuses on the effects of digital marketing on branding of a particular product. The study focuses on how digital marketing has made the people to know more about the brands and the development of the brands in the market through technology. The research provides the overview of different digital marketing tools like e-mail marketing, SEO, mobile marketing, blogging, affiliated marketing etc., and its influence on brand building among the customers. This study helps to determine the relationship between the digital marketing and brand building. The digital marketing makes the consumers to remember the eye-catchy caption which blinks on their digital devices starting from their e-mail to their search engines. The study identified that digital channels and assets are used to communicate a brand's positioning as part of a multichannel brand communication or engagement program where the digital marketing can be called as digital branding or digital communication.