The impact of Digital Marketing on Millennials: Indian Scenario

Abstract

The use of technology in marketing has played a vital role in revolutionizing the traditional approach. Companies are spending a significant amount of budget to have a digital relationship with customers. Millennials are the individuals born between 1980 to 2000. More than 440 million people in India are millennials i.e. around 33percentage population of the country. Since the number of millennials using online platforms like Instagram, Facebook, Snapchat, Reddit and other social media sites is increasing as well as the availability of cheap internet in India has fuelled the consumption of internet. More than 50percentage of the internet-using population in India is millennials. Hence, the strategy to attract this segment is mostly digital. The direct impact of the digital approach can be seen by the buying pattern of millennials of India. Millennials spend 54.1 percentage of their disposable income primarily on entertainment, apparels and accessories which is mostly promoted using Digital Marketing channels. In this research, the author has chosen multiple themes to analyse the impact of the digital approach of marketing on the millennials. The outcome of this study showed that traditional methods still have a while before they go off the shelf and digital methods are establishing their stronghold in the market but a phygital approach can be way better than using a single approach.

Keywords: Millennials, Digital, Digital Marketing, Traditional Marketing, Social media