.TOPIC - 900 words THE IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOUR Introduction Digital marketing (Inc, 2017) defined as marketing of products and services using digital technologies, mainly on the Internet and also including mobility device, smart phones, digital display advertising, and any other digital medium channels to reach and impact on consumer behavior. (isaac cheah, 2015). The objective of this research is to explain why, what and how the impact of the digital marketing on consumer behavior. Recent evident suggests that digital marketing influential issue in discovering and recognizing new way of reshape consumer buying behavior for ecommerce company to market the product to it audience, prospect and how to get it best way to brand their name out make sales through the application of internet and digital technologies in combination with marketing communications to accomplish digital marketing objectives. (DavId Jobber, 2013). Research Background Part of this study Digital marketing on consumer behavior has been conducted by a (Anna Institute (BIT Campus ), India. (K.R Mahalaxmi, March 2016). Digital Marketing has been considered a new form of marketing a new opportunities for companies to do business. Similar research study on the usage of digital marketing channel in SME’s (Karjaluoto, 2015) . There are other similar research on factors and influencing consumer attitudes and purchase intention of e-deals (isaac cheah, 2015). Marketing activities conducted via a digital channels enable many companies to directly communicate with potential consumer regardless of the geographical locations. What is the issue and Why now ? Despite with high number of digital users (Inc, 2017) , Digital Marketing is still polarise and many company is still trying to capitalise and adopting digital marketing approach and strategies to increase the business productivity and accelerate innovative selling (Manjon, Sept 2016) and important to understand the impact on consumer pattern and buying behavior. The consumer behavior experiences (Han, 2013) in digital technologies acquire relevant informations needed to purchase and make accurate purchase decisions. A study by International Telecomms Union (Union, 2016) ( Figure 1). Internet user growing at the fast pace with penetration rate in Europe at 76%, US at 66% and many countries reported in the growing trajectory. Further study by global web index study also shown very high number of digital devices that various consumer connected to high usage of digital activities. GlobalwebIndex.net2015. (Index, 2016) (Figure 2) Issue is how do consumer learn, process and get the information before purchasing? What’s the changes and different buying process on consumer decision making? Hence, with such a high mobility attach and internet adopter and with the trend toward Digital communication divide still exist (Figure 3) Internet penetration rate by country. (Wearesocilal consulting, 2017), and investigate a right digital contents interact directly with the consumer behavior. A Study by Moz.com more than 67% of consumer access review digital media before making buying decision. Figure 4. (Hinckley, 2015 ). These will help company to use such information to build a strong customer resource management and attrition rate and improve customer service through digital marketing. (Wallace, 2016) Percent using the Internet in 2016 Figure 1 – Internet usage rate – Source International Telecommunication Union Figure 2 – number of internet device activities - source Global Web Index Figure 3 – Internet Penetration rate by Country – source- wearesocial consulting. Figure 4 - source Moz.com formerly known as SEO consulting company. More than 67% Consumer review digital media in making buying decision. https://moz.com/blog/new-data-reveals-67-of-consumers-are-influenced-by-online-reviews/ What does this research shed light on? Research done on similar topic would help future researcher to comprehend on some important aspect documents, materials, opportunities and studies has been done on digital marketing impact on consumer behavior. This study can be helpful for the entrepreneur in supporting and consulting to the company to find solution minimizing critical issue and propose an appropriate and adopt an innovative digital marketing strategies for a better understanding of consumer behavior. How and when it is going to be investigated? The research secondary data method will be done to inhibit the information of the survey questionnaires on age, demographic, reason of using internet, shopping experience, online shopping criteria , others and with the digital rating scale from 1-5 on the important of digital marketing on consumer. The off line and online survey will be distributed to respondents will be conducted by Aug 2017. REFERENCE DavId Jobber, F. E., 2013. Principles and Practice of Marketing. 7th ed. s.l.:Mc Graw Hill. Han, J. L. D.-H. P. I., 2013. The different effects of online consumers reviews on consumers purchasing intention depending on e-advertising perspective. Journal Of Indian Business Research , 5(1), pp. 17-32. Hinckley, D., 2015 . Data Reveals 67% of Consumers are Influenced by Online Reviews, Seattle : Moz.com. Inc, S. I., 2017. Digital Marketing Insight. [Online] Available at: https://www.sas.com/en_us/insights/marketing/digital-marketing.html Index, G. W., 2016. Global Web Index Internet Profile on Consumer Data. [Online] Available at: http://insight.globalwebindex.net/social isaac cheah, i. p. j. l., 2015. factor influencing consumer attitude and purchase intention. Marketing Intelligence and Planning, 33(3), pp. 763-783. K.R Mahalaxmi, P. R., March 2016. A study on Impact of Digital Marketing in Customer Purchasing Decision in Trichy. International Journal for Innovation Research in Science and Technology, 2(10), pp. 333-338. Karjaluoto, H. M. T. H., 2015. The usage of digital channel in sme's. Journal of Small Business and Enterprise Development , 22(4), pp. 663-65. Manjon, J. V. G., Sept 2016. Accelerating Innovation in Small and Medium-Sized Enterprises in the Services Sector. Sage Journal, Issue http://journals.sagepub.com/doi/abs/10.1177/2158244016670198?rss=1&. Union, I. T., 2016. ITU D statistic. [Online] Available at: http://www.itu.int/ITU-D/ict/statistics 2016/ [Accessed 13 march 2016]. Wallace, D. M., 2016. Improving Customer Experience with digital marketing , NC: BAI Banking Strategies Executve Report . Wearesocilal consulting, K. S., 2017. Digital Global Overview - By Wearesocial consulting. [Online] Available at: http://wearesocial.com/sg/blog/2017/01/digital-in-2017-global-overview