Digital Marketing brings with it a new era of advertising in the 21st century. With the progression of time, it has been noticed that organizations are moving from generic and customary ways of marketing to new ways of reaching out to prospective consumers and customers by tapping online advertising and digital marketing. Digital marketing, in other words, has caught up more extensively and created a niche space in marketing, especially in the metropolitan regions. It has given immediate access to actionable data and information made available at the fingertips to the customers, which enables them to make more secure, precise, and targeted choices than the earlier conventional one. However, being an exceptionally competitive and niche space, it utilizes digital technology advancements that reduce cost and helps in expanding business globally as well. This research study portrays the effect of digital marketing on customer dynamics. The researchers find that this is a significant apparatus in understanding shopper dynamics which furthermore works on hierarchical efficiency and helps in spreading more extensively throughout the market. The researchers find that digital showcasing can greatly affect purchaser dynamics, thereby replacing digital marketing methods with conventional marketing tools that might no longer be as effective and efficient in an ever-changing VUCA world.

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