Role and Applications of Digital Marketing in Digital Era: A Review

Digital era has made work easy for all industries including marketing. With the introduction of digital marketing in the year 1990 the means of selling products and promoting businesses has completely changed, and it has seen a massive growth in recent years. In the current coronavirus pandemic situation, where interacting physically with people is not safe and people are becoming more active online on different social media platforms, digital marketing shows a ray of hope for businesses to flourish by increasing sales with lower expenses and safer means of transactions. This paper is focused on the role and applications of digital marketing to show its suitability for current situations. It starts with an introduction to digital marketing, its importance, processes involved, then it lists the steps of process involved and finally enumerates the security risks attached to it.