A Study on Effectiveness of Digital Marketing Among College Students in Usilampatti, Madurai District

  • Mrs. K. Nagapriya Part-Time Research Scholar, Madurai Kamaraj University
  • Dr. V. Vidya Chellam Assistant Professor, Department of Management Studies, DDE, Madurai Kamaraj University, Madurai
Keywords: Digital Marketing, Awareness, Effectiveness, Problems


The modern facet of marketing is digital marketing. Consumers have become more tech-savvy as a result of the advancement of technology and smart phones are provided the instant access to the internet. If the consumer wants to get information, they simply get from the internet. As a result, marketers began to use this channel to disseminate information about their products, services and thoughts, this practice known as Digital Marketing. The primary goal of digital marketing is to attract users and provide them with access to information about businesses via digital media. This article looks at the many digital marketing promotion tactics available, as well as their appeal and effectiveness among college students. A random sample of 70 students was selected to investigate the reasons for the growing popularity and efficiency of digital marketing in compared to traditional marketing strategies.

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