Impact of Digital Marketing Tools on Brand Salience: Evidence from Asian Paints Ltd., India

digital marketing tools, brand salience, consumer digital behaviour, social media engagement, brand recall and familiarity, emerging market branding

Purpose
This paper looks at how digital marketing tools relate to brand salience in a setting where the brand is already familiar and buying decisions are made slowly. The focus is on understanding how everyday digital contact shapes recall and presence, rather than on short-term response or campaign effects.

Design/methodology/approach
The study follows a descriptive research approach based on a structured questionnaire administered to consumers. Responses reflect ordinary digital behaviour, shaped by routine platform use and casual brand contact, rather than controlled exposure. Analysis centres on patterns across awareness, engagement, content use, and perceived brand presence.

Findings
The findings suggest that digital marketing works quietly in the background. Brand salience appears to be supported through steady visibility, light engagement, and familiar content formats. Video content fits easily into daily routines and helps maintain attention. Brand reputation continues to guide choice, with digital tools mainly reinforcing existing trust. Website quality and clarity matter, though users also notice when platforms feel dated.

Originality/value
The paper adds value by shifting attention away from dramatic digital effects towards slower, cumulative processes. It offers insight into how brand salience is maintained through ordinary digital encounters in low-frequency purchase categories, particularly within an emerging market context.