Article’s

Digitalization of marketing is an approach used by organizations to brand and coordinate their communication efforts. In the latest couple of years, there has been a quantum growth in the number of internet users and the awareness towards the World Wide Web has increased in India. The various opportunities that it presents have been recognized and companies have started making plans to include internet, e-commerce and e-business in their scheme of things. This paper aims at exploring detailed information on major domains of the dissertation topic by reviewing past research, books and related articles. The study aims to understand the massive contribution of digital marketing in terms of consumer value; the researcher has used stratified probability sampling with a sample size of 200 numbers across Brahmapur, a major commercial city in Southern Odisha. Thus, the present study adopts descriptive research design and undertakes the survey method with questionnaire as a research instrument in order to collect primary data required in the research. The study finds that consumers rely upon more than one medium in order to enhance their brand related knowledge. The study also reveals that main reason for growing importance of Digital marketing is the increasing literacy about internet among people. The major benefits of Digital marketing are its capability of interaction between consumers and marketers followed by availability of wide range of information & ease of shopping. These benefits make Digital marketing superior than traditional marketing. Key Words: Key words: digital marketing communication, consumer perception, DMC, IMC, digitalization.