Opportunities And Challenges In Digital Marketing: A Study On Consumer Purchasing Behavior

Abstract

The advent of digital marketing has revolutionized the way businesses engage with consumers, offering unprecedented opportunities to reach and influence target audiences. However, this dynamic landscape also presents numerous challenges, particularly concerning understanding and adapting to evolving consumer purchasing behavior. This paper explores the opportunities and challenges inherent in digital marketing, focusing on their impact on consumer purchasing behavior. Through a comprehensive analysis of current trends, case studies, and scholarly research, it aims to provide insights into navigating this complex terrain effectively.