Abstract
The complexity of consumer behaviour challenges marketers to keep up with the rapidly proliferating digital channels and their users. The most targeted segment of digital marketing is 65% of India’s population, the young consumers. The consumer market is dominated by millennials, born between 1980 and 2000, who are young, learned, affordable, affluent, tech-savvy and decision-makers when it comes to purchases. They are the biggest part of economic growth and development because of their unique characteristics. This study intends to measure the impact of digital marketing channels on the millennials. It was found that the advertisement needs to be crafted specially for this segment. Unique colour, feel and content are needed for reaching out to this section of the society.
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Hosur, G., Satish, K. (2023). Digital Transformation in Sustainable Digital Marketing: Trends, Opportunities and Challenges in Targeting Millennial Consumers. In: Edward J., A., Jaheer Mukthar, K.P., Dhruvakumar, M., Murugesan, T.K. (eds) Digital Transformation for Business Sustainability. Contributions to Environmental Sciences & Innovative Business Technology. Springer, Singapore. https://doi.org/10.1007/978-981-99-7058-2_10
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DOI: https://doi.org/10.1007/978-981-99-7058-2_10
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