Digital Marketing

Milanka Slavova ()
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Milanka Slavova: University of National and World Economy, Sofia, Bulgaria

Ikonomiceski i Sotsialni Alternativi, 2016, issue 3, 36-48

Abstract: The purpose of the article is to research and structure the major concepts used today for the digital marketing decisions. Digital marketing is an integral part of the digital transformation of the modern organization. Some of the terms describing the phenomenon express the growing importance of mobile technologies (e.g. mobile marketing). Others refer to the changing role of customers in their interaction with the companies (e.g. inbound marketing). There are also terms that define the need to create content attracting customers to companies’ products and services in the numerous online and offline communication channels. The variety of concepts can be organized as terms describing different forms of Internet and non-Internet marketing and integrating terms. The latter group like inbound marketing, content marketing, augmented reality or real-time marketing can be practiced across various channels. Concept structuring contributes to the digital marketing decision-making process. The practice of both large and small companies proves that marketing strategy and its customer-centricity should lead the digital technologies implementation and the integration of systems, processes, departments and people.

Keywords: digital transformation; digital marketing; marketing in social media and search engines; internet marketing (search for similar items in EconPapers)
JEL-codes: M11 (search for similar items in EconPapers)
Date: 2016
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