Impact of Digital Marketing on the Buying Behavior of Youth With Special Reference to Uttarakhand State

Introduction

Digital Marketing is the process of offering a products or services through the use of various digital search engines like Google, Yahoo, Bing etc. In this we use social media network like face book, Instagram, Twitter, LinkedIn, E-mail and with the use of mobile phone application tools to connect the prospective customers. Youth are the backbone of any nation and they are the major contributors in the economy. The youth are also called innovator because they adopt any innovation or change first. The buying behavior of the consumers is very complex and is influenced by the number of the factors which vary from individual to individual’s as per report published by Hoot Suite in 2019 on average a person spent 6 hours 42 minutes per day online. This figure itself indicates the scope of digitalization. This is the reasons why every company today using digital marketing platform to promote their products and services. Every marketer want to connect directly to their customers and it is only possible through the use of online approach; where information is directly reach to individual users. The youth are very fascinated in using digital tolls and that is why if we talk about the figure of online shopping or use of digital marketing they figure is number one as compared to the other demographic segment. There are many communication sites evolved with the introduction of digital marketing and through which the companies promoting their products and services to the end users. Amazon is the world’s largest on line shopping company with a turnover of 70 billion. Due to the ease of operation of internet and affordability of the service, the user of internet is increasing day by day.