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Impact of Digital Advertising Post-Demonetization in India
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Author(s): Kamal Singh Rathaur (Kanpur Institute of Management Studies, India)and Atul Kumar Agarwal (Ansal University, India)
Copyright: 2019
Pages: 21
Source title:
Application of Gaming in New Media Marketing
Source Author(s)/Editor(s): Pratika Mishra (Presidency University Bangalore, India)and Swati Oberoi Dham (New Delhi Institute of Management, India)
DOI: 10.4018/978-1-5225-6064-7.ch013
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Abstract
Technological changes led to the rise of digital advertising, advertising using internet and other technologies. In India, digital advertising is in the nascent stage with most of the transactions taking place in cash. After demonetization, the surge in the digital advertising was seen. This chapter reviews articles, news reports, journals, and books, and discusses the aftermath of the process on retail and online shopping, how it paves the way for a new trend of digital marketing, and the implications of the same on online shopping and digital payments and implications on the rural consumer. The way we communicate has changed in the past 5 years. A few years back, people were skeptical to buy online, and we never thought we would buy groceries, furniture, cloths online, but now we book our shows, tickets, everything is online and in mobile.
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