Digital Marketing refers to the medium of buying and selling of goods and services using internet. It includes the management and execution of marketing using electronic media such as the web, e -mail, interactive TV, wireless media in conjunction with digital data about customers buying behavior. Scope of digital marketing is increasing day-by-day, because it saves time and money, making it more efficient than traditional marketing. This research paper states about challenges and opportunities of digital marketing.

KEYWORDS: Digital Marketing, Online Marketing, Challenges, Opportunities, E - Commerce.