“A STUDY ON THE ROLE OF DIGITAL MARKETING IN IMPROVING BRANDWARENESS AND SALES WITH REFERENCE TO AMAZON COMPANY LTD”

The study titled “Role of Digital Marketing in Improving Brand Awareness and Sales in the Service Sector” was conducted to understand how digital marketing strategies influence customer behaviour and business performance. The findings clearly indicate that digital marketing has become an essential part of modern business practices. Various strategies such as social media marketing, email marketing, and search engine marketing play a significant role in promoting products and services. Among these, social media marketing stands out as the most effective due to its wide reach and interactive nature. It helps organizations connect directly with customers and build strong brand visibility. The study further reveals that the primary objective of digital marketing is to increase sales while also enhancing brand awareness and customer engagement. Customers today rely heavily on online reviews, ratings, and promotional offers before making purchase decisions. These factors significantly influence their behaviour and preferences. In addition, tools such as data analytics and CRM systems help companies understand customer needs and deliver personalized marketing strategies. Moreover, the overall performance of digital marketing activities is rated positively by most respondents, indicating that current strategies are effective. However, the study also identifies certain areas that require improvement, such as content creativity and targeting strategies. Businesses need to focus on developing innovative content and using advanced tools to reach the right audience more effectively. Continuous improvement, proper planning, and customer-focused approaches are essential for achieving better results. In conclusion, digital marketing plays a crucial role in enhancing brand awareness, influencing customer decisions, and driving business success in today’s competitive environment.

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