Assessment of Digitalization as a Marketing Tool in Consumer Engagement

Abstract

Now-a-days, the business environment is changing at a rapid pace due to the evolution of high-speed internet around the globe, and this will lead the world towards digitalisation.Digitalisation has a direct impact on consumers’behaviour. These days consumer can forget anything before leaving home except mobile-phone because it encompasses everything, whether it is digital payment mode or the digital market. The world is at the fingers of consumers. Digitalisation is affecting each corner of the globe. Consumers’ behaviour is also changing in terms of their lifestyle, their demands, and consumption pattern. This article aims to present the impact of digitalisation as a marketing tool onconsumer engagement. Generation Z is very much inclined towards the digitalised due to the time and place value. The conventional market is also taking a shift towards the digitalized market due to the advancement in technologies. Digital marketing gives a scope of expansion for the marketer as well as consumers in the future. Marketers have to design their strategies accordingly. They have to redefine their goal and objective per the digitalised world's demand. An organisation must comply with the digitalised world's changes to survive in this intensely competitive world. This research focuses on how digitalisation as a marketing tool redefined the perception, awareness, and ultimately the consumers’ behaviour.