Digital Marketing: Opportunity and Risks for Emerging and Developing Economies

Abstract

Purpose: The study’s objective is to assess the effectiveness of online digital marketing as a strategy for building brand sustainability in light of the financial stability of online merchants. This study investigates how digital marketing affects economic development and growth.

Design/Methodology/Approach: To aid in developing a thorough grasp of the prospects, risks, and effects on the economy of digital marketing. To address the numerous advantages and difficulties of digital marketing, a comprehensive and thorough literature review was done.

Findings: This study examined the advancements and challenges in the quickly expanding industry of digital marketing. This sector necessitates continuing education. It is impossible to ignore the fact that this strategy is technology-driven. Keeping up with advances in computer science and information technology is essential.

Originality/Value: Digital marketing’s importance to India’s economy All facets of life are significantly impacted by digital marketing, and businesses are not exempt. It has aided MSMEs in their growth and enabled them to realize their aim of expanding to domestic and foreign markets.

Paper type: Theme Based Paper