The rapid growth of the internet and mobile technology has brought significant changes to the field of marketing. The rise of digital marketing has become a critical component of any marketing strategy, enabling businesses to reach a global audience with minimal costs. This paper reviews the recent trends in digital marketing, including personalization, influencer marketing, video marketing, virtual and augmented reality, voice search optimization, social media platforms, chatbots, and mobile optimization. The literature review explores the effectiveness and impact of digital marketing on consumer behavior and the overall performance of businesses. Moreover, the study focuses on the growth and potential of the digital marketing market in India, driven by the increasing use of the internet and mobile devices, the growing adoption of e-commerce and online services, and government initiatives. The projections indicate tremendous growth potential for the digital marketing market in India, with the digital advertising market expected to reach $2.2 billion by 2023 and the e-commerce market to reach $200 billion by 2026. The study aims to provide insights into the usefulness of digital marketing, recent trends, and the impact on consumer purchase, and to offer recommendations for businesses seeking to leverage the opportunities of digital marketing in India.

Digital marketing, Trends, Consumer, E-Commerce, SEO