IMPACT OF SOCIAL MEDIA PROMOTIONS & MOBILE APPLICATIONS ON THE SUSTAINABLE DEVELOPMENT & GROWTH OF OTT PLATFORMS IN INDIA

Abstract

 In todays era of globalization where around 376.1 million people use social media in India on regular basis (Statista Report,2020), digital marketing has become the heart of strategic planning for the sustainable development in the business world. In simple words, Digital Marketing is the promoting of products over the internet or any form of electronic media. According to the Digital Marketing institute, Digital Marketing is the use of digital channels to promote and market products and services to targeted consumers and businesses. The term SMAC was introduced in 2011, as the 6th wave of IT disruptive forces considered as the core ingredients of the modern marketing management. SMAC is an abbreviation on Social Media, Mobile, Analytics and Cloud computing technologies.