Abstract

In the emerging world of technology, digital marketing changed the whole scenario of Indian market. Demonetization, a historic event for the Indian economy, impacted almost every sector including digital marketing. Digital marketing is also known as Internet marketing, web marketing, online marketing, or e marketing. As the name states, it is the advertising of products or services over the Internet. However, it also implies marketing through the wireless media and through e mail. Electronic Customer Relationship Management E CRM systems are also categorized under digital marketing. It can be creative, also technical through its design, development, advertising and sales over the Internet.Through the demonetization digital payment changed the buying behavior of Indian society and prevents black money market. It helps the government to maintain a record of all transaction. People have no other option for transaction so Indian society move slowly from cash to digital transaction system. In this 21st century maximum of the companies are crooked with innovative ideas, opportunities and challenges inside the digital era. This study explores the advantages of adaption of digital marketing after demonetization and also government was aiming at transparent, corruption free, easy advertisement, less waste of time to reach customers, cashless transaction oriented economy. This study also focused on finding out the effectiveness of demonetization and adaptation of digitalization, satisfaction levels of people towards digitalization and challenges faced using digitalization after demonetization and digital marketing impact on the modern era of Indian market. Prof. Shruti S. Patil "Demonitization and its Impact on Adoptation of Digital Marketing in India" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Special Issue | Fostering Innovation, Integration and Inclusion Through Interdisciplinary Practices in Management , March 2019, URL: https://www.ijtsrd.com/papers/ijtsrd23093.pdf Paper URL: https://www.ijtsrd.com/management/organizational-behaviour/23093/demonitization-and-its-impact-on-adoptation-of-digital-marketing-in-india/prof-shruti-s-patil

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