International Research Journal of Education and Technology

Today the demand of the Indian e-commerce market is increasing very significantly. Propensity of online shopping among the Indians has also increased with the increase of smartphone and desktop usage in India. Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. Philip Kotler is considered as the “Father of Modern Marketing” who is the author of over 60 marketing books, and provides us with important lessons that can be applied to our digital strategy. The advent of digital marketing can be traced back to the days of the 1980s. This was the time when new innovations were taking place that made the computer system advanced enough to store information of the customers. It was in the year 1981 when IBM came out with the first personal computer and the storing capacity of the computers increased to 100 MB in the year 1989.