Marketing has engulfed the life of humans in 21st century. Without marketing we can’t imagine our world. Almost from last half century it has changed the way we live and consume. Gradually the methods of marketing are also changing. Traditional marketing practices are now being replaced by new method. That is known as digital marketing or online marketing. The era of desktops, laptops, mobiles and internet has changed the way we live today. Replacing the physical form, into soft form. In order to survive in this competitive business world it is essential for every company to have its online presence. Those days are gone when promoting through banners,
pamphlets, wall painting, glow sign boards, television and transistor ads worked for the company. Now promoting a company through websites, blogs, pop up ads, different social media such as facebook, Instagram, E-mail campaigns, ads though mobile aps, Search Engine Optimisation (SEO) are different techniques for survival in this competitive era. The physical stores and marketing techniques are slowly replaced by online techniques and online shops. The whole commercial world is witnessing great change. Rapidly we are moving towards paperless business activities. In our research paper an attempt has been made to analyse the different tools and techniques of digital marketing. The way they works. How organisations and customers interact with each other in changing scenario. Slowly a vast
part of traditional marketing practices will be replaced by digital marketing.