International Journal of Scientific Research and Engineering Development

Digital marketing has evolved from a supplementary tool to a core business strategy between 2022 and 2025. Rapid technological advancements, the growth of social media, and the widespread adoption of artificial intelligence (AI) have enabled businesses to engage with consumers in more direct and personalised ways than ever before. AI tools, in particular, have become essential for understanding customer behaviour, forecasting trends, and generating tailored content at scale. Social media platforms and multichannel campaigns have significantly enhanced brand loyalty and consumer engagement. However, growing concerns related to data privacy, ethical practices, and regulatory compliance continue to pose important challenges.
This transformation has been equally prominent in India. The Digital India initiative, improved internet accessibility, and behavioural shifts following the COVID-19 pandemic have encouraged startups, educational institutions, and established firms to adopt digital-first strategies. Platforms such as Facebook, Instagram, and YouTube now lead marketing efforts by enabling targeted and cost-effective campaigns. Despite this progress, issues such as cybersecurity threats, privacy risks, and the persistent digital divide in rural regions highlight the need for inclusive and secure digital practices. As a result, many organisations continue to blend digital and traditional marketing approaches to reach wider and more diverse audiences.
This study seeks to examine the development of digital marketing at both global and Indian levels. It explores the influence of AI, social media, and data-driven strategies on business growth while addressing associated challenges related to ethics, accessibility, and digital inclusion. Overall, organisations that adapt responsibly and innovatively are better positioned to build trust, strengthen consumer relationships, and maintain competitiveness in an increasingly digital marketplace.