Digital marketing promotes products and brands where it reaches and interacts with customers using various digital channels. Digital connect has many ranges such as search engine marketing, affiliate marketing, content marketing, social media marketing, and e-mail marketing etc. Digital revolution is shifting the customer behavior towards customary buying networks. Henceforth the review paper aids in discussing the significant role played by digital marketing in easing marketing and operational process for the company. The way digital market helps a company in customer retention along with the diverse benefits that digital marketing plays from the customer perception with being firmly discussed in this paper. The purpose of this paper was to take into account the effects of digital marketing on business and how important it was for both customers and advertisers. To depict a comprehensive flow of information and maintain the format of a review paper, a secondary method of collecting data was incorporated. Information and accurate data were represented from the already existing scholarly articles, journals. The findings emphasized how web customers are evolving rapidly in this COVID 19pandemic and digital marketing has taken advantage of it most because it is based on the Internet. Customer buying behavior has been changing, and they were more likely to use a cutting-edge presentation instead of regular and advertising. Consumer design and consumer needs changed and their desires grow as the world was changing.

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Keywords: Digital Marketing, Customer Perception, Consumerism, Digital Channels, COVID-19 Impact.