DIGITAL TRANSFORMATION OF MARKETING COMMUNICATIONS

Dinka Zlateva ()
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Dinka Zlateva: South-West University "Neofit Rilski", Blagoevgrad, Faculty of Economics

Economics and Management, 2020, vol. 17, issue 1, 171-181

Abstract: The digital transformation has led to radical changes in marketing communications. The traditional business model no longer covers all the needs of the modern consumer. That is why the transformation is mandatory for every company that wants to be competitive in the market. The Internet and digital media have opened up new opportunities for marketers who have adapted the tools they use to new consumer habits. Today, marketing communications more than ever require an integrated approach to reach a target audience, encompassing both traditional channels and the online opportunities offered by new technologies.

Keywords: digital marketing; evolution of web technologies; digital marketing tools; digital marketing communications (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Date: 2020
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