A STUDY OF DIGITAL MARKETING TRENDS IN INDIA

This is a study to discuss how the digital marketing influences the consumer behavior in India, with the example of one of the mid-sized companies, which takes digital strategies seriously — The Marksports. Since digital marketing changes the pattern in which brands communicate with consumers via personalized content, influencer partnerships, and mobile-focused approaches, it is crucial to measure its real influence upon consumer awareness, engagement, and purchasing behavior. Using a mixed- method approach that includes surveys and qualitative analysis, the study reveals such key trends as content-driven marketing ascent, growing importance of data analytics and the shift towards online purchasing. The findings reveal that interactive and bespoke marketing efforts are well received among consumers, and companies using AI and data personalisation have reported increased conversion rates. The results contribute to the debate on digital consumer behavior in academia and offer practical recommendations for the companies which want to enhance their online presence against the background of dynamic market.