Digital marketing, also called online marketing, is the publicity of brands to associate with consumers using the internet and other forms of digital communication. This includes not only email, social media, and web-based publicizing, but also text and multimedia contents as a marketing channel. Digital marketing is the process of adopting internet based promotional activities by the marketers, by using electronic media to sell their goods and services. It provides new opportunities for the marketers to interact directly with the customers. It also covers the way for large, medium and small-scale businesses to market their products efficiently and to have direct contact with their customers. The new world of digital communication is invented in such a way that marketers are not giving space to the consumers for thinking beyond a boundary. Business sector have started acquiring various digital marketing approaches, the most favoured methods being content, social and mobile merchandising. Mostly people have an account on social media namely Facebook, Twitter, Instagram, Whats App, LinkedIn, Snapshot, Skype to enhance their knowledge. The digital communication tools are helping a marketer in planning effective use of digital media communication channels while conducting marketing research, in promotion of products, connecting with the consumers during buying process, helping consumers in comparing products and finalizing the best one. With immense growth in technology, the usage of Digital Merchandising, Social Media Marketing and Search Engine Marketing gets increased. Digital Marketing is utilised by the marketers to encourage the goods and services to the marketplace. Digital Marketing is an essential tool for increasing the sale of goods and services. The aim of the study is to find out the impact of digital marketing on consumer buying behaviour in India for both marketers and consumers.