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Over the past few decades, India’s commercial landscape has experienced a monumental paradigm shift, transitioning from legacy traditional media to modern digital channels. Driven by macroeconomic catalysts like the "Digital India" campaign, widespread smartphone access, and cheap mobile data, electronic marketing has evolved into an indispensable corporate design for brand sustainability. This systematic literature review synthesizes research from 2016 to 2023 to evaluate the Indian digital ecosystem through a four-dimensional empirical framework mapping positioning, performance, problems, and prospects.

The findings reveal that while digital marketing offers unmatched advantages, including cost efficiency, 24/7 global scalability, and real-time hyper-personalization via web analytics, businesses must navigate severe structural friction. A striking 68% of surveyed agencies face operational constraints, including inefficient budget allocations, lack of direct ROI proof, and a persistent technical competency deficit. Furthermore, the industry confronts macro-environmental vulnerabilities like regional infrastructure gaps, data privacy loopholes, and acute digital fatigue. To secure long-term growth, the review recommends that contemporary organizations build robust cybersecurity frameworks and deploy resilient, localized hybrid marketing ecosystems.