Digital Marketing Scenario & Customer Relationship Management in India

Digital marketing is a comprehensive term that encompasses a wide range of online strategies and tactics used by businesses and organizations to promote their products, services, or brands to a digitally connected audience. The development and widespread use of internet technologies have transformed the way society communicates both in their daily and professional life. One of the for the most part important indicator of this transformation is emergence of new communication tools. New communication tools emerging with the development of technologies are called “digital marketing”. It has become an essential component of modern marketing strategies due to the increasing prevalence of the internet and digital devices in people's lives.Customer Relationship Management, commonly known as CRM, is both a business strategy and a set of technologies designed to manage and nurture relationships with customers. Companies often create contents and campaigns for a wide audience as part of a one-to-many strategy in digital marketing. And nowadays this strategy enables businesses to communicate with multiple potential customers simultaneously. To get a clear picture of customer preferences and interests, CRM collects and examines key data from frequently visited customer web pages. As a result, even after a potential customer leaves a webpage, we can continue marketing to them on that platform by using personalized ads that appear on other websites and remind them of content they recently viewed on that particular platform. Through this chapter, an attempt is made to highlight various trends and patterns of today's changing digital marketing & customer relationship management.Overall the study will be helpful in providing information about the growing trend towards digital marketing as well as the impact of digital marketing on customer buying decision (K.R. Mahalaxmi, 2016).