Paper Title
Shift from Traditional to Digital Marketing in Entrepreneurs of Micro Market Jammu Region

Abstract
In a market where consumer needs and offering decides the market, the consumer satisfaction is the utmost priority. Consumers' growing craving to access services from digital channels has created new technologies that are redefining the market. In this report we will study about the “shift from traditional to digital marketing in entrepreneurs of micro market Jammu region” in respect of the hotel and restaurant sector and its influence on the market. We will get to know about the Jammu as a micro market and how it is connected to the other parts of the globe. Also, we will analyse it on the basis of some of the factors like key segmentation, market influencers, and demography etc. Assessment on all of these factors will be based on primary as well as secondary data. This was a qualitative study and was done in Jammu region which was its target group. These entrepreneur units were strategically chosen to create a purposive sampling. These interviews were recorded and transcribed on one-on-one personal depth interview. The data was analysed with many multidimensional strategic points of View in order to develop marketing strategies for these entrepreneur units. The result clearly showed that these entrepreneur units are trusting and relying more on digital marketing strategies where they are using automation, digital channels, adoption of new trends, software’s and technologies like web portals, websites, digital transactions et cetera so that their business can prosper and go for long-term goals. Keywords - Micro Market, Enterpreneur, Digital Marketing