Study on Strategies of Digital Marketing Vis a Vis Govt. Initiative

Digital marketing (also known as data-driven marketing) is a broader term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. The present study discusses the strategic orientation of the digital marketing, looking into its effectiveness and various schemes launched by the government. It tends to find out the initiative of the government and various platforms available in respect of the digital markets.