International Journal of Innovative Technology and Exploring Engineering (IJITEE) ISSN: 2278-3075, Volume-9 Issue-2S2, December 2019 453 Published By: Blue Eyes Intelligence Engineering & Sciences Publication Retrieval Number: B12141292S219/2019©BEIESP DOI: 10.35940/ijitee.B1214.1292S219 Impact of Digital Marketing on Consumer Purchase Decision K.Ravindran, V.Sathyamoorthi Abstract—promoting is a trifling exchange of goods and services for cost but advertising and marketing is the phenomenon that allows keeping clients other than attracting them. Within the gift era among the numerous modes of marketing, digital marketing occurs to generate the maximum fee. It could be as the mechanism of reaching consumers through the use of diverse virtual distribution channels. The present observes aims to observe the effect of digital marketing and advertising on client purchase conduct and additionally makes an attempt to investigate as to in what ways are the clients absolutely privy to the diverse digital marketing and advertising mediums inside the gift digital generation. The look at is primarily based on the survey method. A questionnaire is prepared and covered 786 respondents for evaluation. The effects of the look at discovered the information that the purchasers are privy to the digital mediums available to them. It also confirmed the results that most of the customers opt to shop online due to its ease of use and in your price range mode of buying. Because of the technological upliftment in the gift generation, digital mediums and digital marketing are gaining significance and is enormously prevalent via each stratum of the society. Keywords: Digital marketing, buy behavior, clients Medium I. INTRODUCTION The terms marketing and selling are used interchangeably but there is a wide difference between the two. Selling is mere exchange of goods and services for cash or in simple terms conversion of products into cash. But marketing includes selling and also is concerned with all the activities that are associated with all the activities that are associated with meeting and satisfying customers’ needs. Being a variant of advertising and marketing digital marketing encompasses all advertising efforts that use an electronic device or medium to reach the customers and meet their requirements. Invent of digital marketing since 1900s and 2000s has changed the manner manufacturers and agencies use era for advertising and marketing. Digital advertising and marketing techniques together with search engine optimization (search engine optimization), content material advertising and marketing, seek Engine advertising and marketing (SEM) affect marketing, and content material automation marketing campaign marketing, e-trade advertising, social media optimization, e- books. Revised Manuscript Received on December 09, 2019. Dr.K.Ravindran, (Correspondence Author) Department of Business Administration, Kalasalingam Academy of Research and Education, Krishnankoil-626126, Virudhunagar, Tamilnadu, India. Kravindranmba5@gmail.com Mr.V.Sathyamoorthi, Department of Business Administration, Kalasalingam Academy of Research and Education, Krishnankoil-626126, Virudhunagar, Tamilnadu, India. sathyamba7@gmail.com And optical disks have become more and more outstanding with the advancing technology. In truth, digital marketing has succeeded to attain out the clients through non-net channels that provide digital media which include mobile phones (SMS & MMS) callback and on keep mobile ringtones. The marketing of products through internet as a medium also allows the business to be in a constant touch with the customers 24/7 which additionally makes the customers feel valued and supported. At the same time it is possible for the business to keep a track of their business and its performance through constant feedback system from the customers. Digital advertising and digital marketing are comparable phrases which honestly consult with “advertising on line whether or not via web sites, online advertisements, opts in emails, interactive kiosks, interactive TV or mobiles (Chaffey and Smith 2008). And as a consequence social media advertising one of the maximum vital components of digital marketing ensures reaching the target audience easily without paying any extra expenditure to publishers or distributors unlike traditional marketing. It is increasingly popular with various class of business to reach the customers through social media platforms. The capacity-reach of social media is indicated through the reality that in 2015, each month the Face book app had greater than 126 million common specific customers and You tube had over ninety-seven million common precise customers. The objective of the study is to 1. To assess the extent of awareness about digital marketing and advertising the various clients. 2. To have a look at the impact of digital marketing on consumer buy selection. 3. To know the elegance of products purchased with the aid of using digital channels. 4. To have a look at the most utilized method of digital marketing. II. LITERATURE REVIEW With the invent and acceptance of telephone, of internet over all these electronic media or medium digital marketing has started occupying a dominant position in the market. Khan and Mahapatra (2009) mentioned that