Authors-Associate Professor Dr Anjna Dubey, Associate Professor Rakesh Ranjan, Assistant Professor Dr Navneet Kaur
Abstract- As the internet expands, the digital world is growing rapidly, transforming industries like marketing. This article systematically reviews the fragmented literature on digital transformation and marketing strategies, identifying both organic (SEO, content marketing) and inorganic (paid ads) approaches. It discusses customer behavior from exposure to digital ads through to conversion and highlights the advantages of digital advertising, such as targeted reach and real-time performance tracking. While most businesses benefit from digital promotion, each must tailor strategies to reduce costs and improve outcomes. Effective digital marketing requires continuous optimization to maximize business growth and ROI.
