Qualitative Analysis of Factors Affecting Digital Marketing Trends

This paper is an attempt to investigate ‘how’ the various factors affect digital marketing trends and increasing the visibility of Businesses over important platforms. Social media marketing is also an important component in public relations as an organization is using social networking sites to build a relationship with the key publics and providing a variety of organization information over social media. This is an attempt to investigate the data qualitatively with the case study method for an in-depth understanding of the role of digital marketing and its effectiveness in Indian as well as in global context. For this qualitative research Interpretive Structural Modelling has been used for this questionnaire has been designed to validate the variables (factors affecting digital marketing trends) and administered online and personally. The finding depicts that there is a high impact of factors on the digital marketing trends and all these factors that impact is digital marketing have strong driving power that impacts digital marketing for example use of technology (use of the android phone) promotes digital marketing to great extent.