Digital Marketing: “A Tool to Enhance the Brand Image”

India is a developing country and has a lot of scope of growth in various sectors of economy. India is different from other developing and developed countries because of its cultural environment and social environment. Today, it stands as the new engine of global growth. The digital consumption in the country is also very different. In 2017, India had 331 million Internet users, which is projected to grow to 511.89 million by 2022. Globalisation has empowered consumers by providing better technology at affordable price. Today, consumers use smartphones embedded with applications and social networking sites, which makes digital media more appropriate to reach the customer. The growing demand of smartphones, affordable 4G handsets and falling data prices are the reasons behind Digital Marketing as an effective tool used by companies today. The paper focuses on how digital marketing is helping companies to create a better image in the minds of the customer. Digital marketing today is not only an awareness media but also it has helped companies in, specifically, catering to the needs and wants of the customers.