author(s)
Sidhique SK and R Rajasekaran

abstract
This study investigates the preferences and effectiveness of digital marketing among youngsters in the Calicut district, India. In an increasingly digitally-driven society, understanding consumer engagement with online platforms is crucial for businesses. The research, conducted through a survey of 60 respondents from Kozhikode district, explored various aspects of digital marketing usage, including preferred platforms, benefits, perceived difficulties, and the influence of advertisements on purchasing behavior. Key findings indicate a strong preference for mobile applications and social media for product information and purchases, with a significant portion of respondents expressing satisfaction with digital marketing's benefits such as time-saving and 24/7 service. While digital marketing offers numerous advantages, challenges such as privacy issues and fraudulent activities were also identified. The study concludes that digital marketing tools are highly effective among youth in Kozhikode district, advocating for increased digital literacy and improved security measures.