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@article{196795,
        author = {Pranav adhithya DK and Suyam praba R},
        title = {Digital Marketing Analytics and Consumer Purchase Behavior},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {3636-3642},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=196795},
        abstract = {Digital marketing has emerged as a pivotal strategic tool enabling organizations to connect with customers, strengthen brand equity, and enhance overall business performance. This study investigates the influence of contemporary digital marketing trends on the business performance of MD Infotech, a technology-oriented company operating in a competitive digital services market. Employing a descriptive and analytical research design, primary data was gathered from 100 respondents via structured questionnaires. Statistical tools including percentage analysis, ANOVA, and correlation analysis were applied. The findings reveal that 70% of respondents perceive digital marketing trends as having a high to very high influence on organizational performance. Social media marketing, Search Engine Optimization (SEO), and video marketing were identified as the most impactful channels. Statistical tests confirmed significant variation across digital marketing factors (F = 8.54, p < 0.001) and strong positive inter-correlations (r = 0.896 to 1.0) among survey dimensions. The study concludes that digital marketing is a strategic necessity for MD Infotech, contributing directly to customer acquisition, brand visibility, and revenue growth. Key challenges include high implementation costs and rapid technological evolution.},
        keywords = {Digital Marketing, Business Performance, SEO, Social Media Marketing, MD Infotech, Marketing Trends, Customer Engagement.},
        month = {April},
        }