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@article{184697,
        author = {Lalitha Lakshmi M and Ms. A.T.M. Roopa Sri},
        title = {A STUDY ON CONSUMER PREFERENCES IN DIGITAL MARKETING CHANNELS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {4},
        pages = {4570-4574},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=184697},
        abstract = {Digital marketing has become a cornerstone in the modern era for Entrepreneurs and businesses to connect with targeted audiences. This study examines consumer preferences across various digital marketing channels, offering practical insights for entrepreneurs and businesses to refine their strategies. Digital marketing, encompassing platforms such as social media, search engine, email and influence marketing plays a critical role in promoting brands and engaging audiences. However, businesses often face challenges in identifying the most effective channels. Based on survey data and analytical methods this research highlights social media as the most preferred platform for discovering products and engaging with brands. Results show that quality content and personalized communication significantly enhance consumer perceptions and engagement. This paper emphasizes the importance of aligning marketing strategies with consumer preferences and addresses key barriers, such as lack of trust and awareness. It also recommends businesses to focus on the platforms where the consumers are mostly active, improve content strategies and address privacy concerns. By understanding and adopting to consumers preferences and behaviors businesses can build stronger connections and achieve better marketing outcomes..},
        keywords = {Digital Marketing Strategies, Privacy Concerns, Trust in Marketing, Targeted Audience, Brand Engagement},
        month = {October},
        }