Digital Marketing: A Survey Account of the Ongoing Evolution

DIGITAL MARKETING A SURVEY ACCOUNT OF THE ONGOING EVOLUTION Achinta Kumar Palit Faculty, CET, Bhubaneswar The technological revolution in the past decades has its major impact in digitalising the goods and services market. It has not only challenged the traditional market theories but has opened up vistas of channels of revolutionary spirals in marketing. While digitalised markets have all the advantages of a wide market, anytime access, variety and range of choice, time savings etc, it also has the disadvantage of fake sellers and consumers who do not have direct communications with each other as they are connected by media and agents. Over that the whole process requires the knowledge of media and their availability through the internet. As there is a huge vacuum in this area due to the lack of computer literacy among the general mass as well as the connectivity through internet in the country, the system still reach out of accessibility of a large part of the overall market. Also the adoption of digital market is not only low but rate of spread is small because of the required skill to operate them even at the basic level. However the revolutionary spread of smart phones with net connectivity have brought a change in the acceptance of such marketing at the root level population.