Indira Management Review

Abstract

This research paper gives an overview of the extent to which use of digital advertising can influence the industry; especially, the medium scale industries involved in the business of industrial automation in India. It gives an insight of the information available about digital marketing, its acceptance in India, the challenge what the automation industry is facing, finds the gaps, gives food for thought for the industry to enter the digital advertising (in a big way) and also to companies involved in business of digital marketing services to look into automation industry as a prospect to enhance their customer base. The main idea is to find out if the use of all the vital tools of digital advertising like mailers, promotion through SMS, online advertisements, popping up of the product information in customers’ most visited site, can bring about the solutions which the automation industry is looking for.

The research narrows down the focus to the medium size automation companies in India. The author, through this study, finds out the pain areas for marketing faced by customers in this industry and whether the option of using digital platform is good for them. By use of digital advertising, will the industry overcome the issues of cost which they are facing today on conventional marketing?

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