A study on digital marketing opportunities and challenges

This present economy has made the whole world as a small market and removed the entry and exit barriers of marketing. Thus it has created more opportunity to the marketers to market their products and services like new market, market growth, leadership in the market & survival and digital marketing in which location based marketing has emerged as one of the biggest trend in marketing, social media marketing, email marketing, customized customer marketing, integrated marketing etc.

The current global economic crisis has thrown new challenges on marketing like managing campaign execution, understanding customers interactions across channels and controlling, marketing project budgets. The marketing strategies which are used to fulfill this challenge are creating issues related to ethics, legal, social and public policies. Managing multicultural perspectives of customer behavior, new development in online marketing are some of the issues in the present market.

This paper is a framework on the various opportunities and challenges in marketing offered by the development in the present economy and the issues that are raised in fulfilling these challenges.