Awareness and usage of digital marketing in Serbia

CroDiM : International Journal of Marketing Science, 2021

The modern way of doing business has affected all segments, including the marketing environment. There are no borders for the economy, and everything is becoming global and at hand. Organizations that want to survive in the market are forced to change their way of advertising and accept this way of market competition. Thanks to these changes, consumers are changing their habits, becoming more demanding, and organizations have to adapt. Those organizations that want to survive in the market need to change their way of advertising and accept this way of market competition. The traditional marketing used up to date is changing significantly, and digital marketing is becoming a significant component of integrated marketing communication. The interactivity, faster and easier reaching of target segments make this way of communication inevitable in competition. The primary goal of this paper is to research and analyze the role and importance of digital marketing in an organization today. Also, the work will include research of digital campaigns conducted by the observed organizations independently or in combination with other communication channels. Twenty B&H companies from various industries were selected to fill out an online questionnaire for the research.

Amity University, 2020

:Today in the 21st century everything is changing the world is transforming into technology. Everything is transforming in digital –education, entertainment health, real estate banking retail sector all is moving toward digitalization .in this year businesses have started to plan their strategy and understanding that the situation of business consequence has been changing endlessly toward the technology. Whether they like or dislike but firms are adapting to the online marketing process. For the business digital marketing are lower cost and boundless profitable encouragement. Digital marketing app is electronic media marketers use it to promote their goods and services into the market. The main purpose of the digital market is to invite the consumer to introduce the brand through media. There is no limit to the digital market. To promote their company, it has a lot of things to promote their goods and services with the smartphone, tablet laptop, digital billboards, and a lot of other social media. This paper is going to view the transforming market towards the digital trend. Keywords: Digital Marketing, Marketing, Marketing Trends, Digitization, Social Media, Internet.

International Journal of Advanced Research (IJAR), 2019

In the 21st century market and its customers are related with the digital as a innovative and explorative means of receiving information. In essence, tools such as mobile, smartphones, the internet (intranet and internet) 3D printer, are shifting the balance of power from firms to consumers and vice versa. The paper will examine these tools, introduce some new concepts, and discuss how both firms and consumers are adapting to this changing landscape. This will increase your appreciation of how the foundations of marketing are being reshaped and shifting to fit our new digital world. This, in addition to globalisation, brings the world closer. The concept of marketing emerged in the early twentieth century. It has been a huge part of business strategy since marketing strategy is the benchmark for success of every business. Marketing dynamics have been constantly evolving ever since it was introduced, now it has been shifted towards modern and innovative techniques. This paper examines how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by shifting the balance of power from firms to consumers.

Zenodo (CERN European Organization for Nuclear Research), 2022

In an ever-changing world, adaptability is a key feature; It is necessary for a business. Technology is constantly growing, and businesses need to continually upgrade their marketing strategy as well as their plans to keep advancing on targeted goals. After the launch of the Internet, there was a substantial change in marketing. Businesses are no longer just using a traditional way to advertise their products or services and are shifting towards a more modern way called digital marketing. ("How has digital marketing changed traditional marketing?") ("How has digital marketing changed traditional marketing?") The broad scope of the internet is a fantastic opportunity for massive growth, especially for businesses that are raising their digital marketing budgets. "Marketing is a concept that has always evolved over the years." ("How has digital marketing changed traditional marketing?") ("How has digital marketing changed traditional marketing?") Billboards, brochures, radio, television, etc. Traditional marketing using legacy mediums is shifting towards digital marketing that focuses on digital platforms with advertisements. The world is going digital, and today's marketing requires a more modern and technological approach, but various traditional marketing strategies are still used today. A strong business is one that can adapt to any situation and is ready to face challenges. The key to an effective marketing strategy is an adaptive feature that can constantly change based on relevant and correct data. To reach targeted customers in the most effective ways, your marketing strategy should not depend solely on a precise type of marketing, as both traditional and digital marketing can work together and reinforce the brand message you portray. The focus should be on how to blend different marketing approaches and achieve maximum results effectively. This article examines how advertising and demand based on digital technology overturns the traditional and is the reason for preference.

Journal of Marketing, 2020

The authors of this paper have analysed the current and future tendencies in digital marketing communications (DMC). Digital communications are an area of fast and frequent changes that lead to shorter communication between the message sender and receiver, thus speeding up the process and making it more complex. In order to survive in a dynamic environment, companies need to be visible and directly linked to their target groups. Moreover, it is vital that they understand well their digital environment and are prepared to take proactive steps to make their marketing communication successful. Acceptance and application of new trends in the field of digital marketing is a milestone in the business of an organization. The need for a proactive approach to changes is evident , as the organizations that first introduce the user-oriented innovations shall receive consumer attention and funds. A detailed and concise review of the current situation and the forecasts for the future are presented, to allow the expert and scientific public to plan future research in this field. An overview of the challenges and opportunities facing this innovative area provides a valuable insight and helps create a successful marketing communications strategy.

Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics, 2019

This chapter aims to show the extent of digital marketing when using technological tools to create interaction between the company, customers, and stakeholders. The literature about the main tech tools used nowadays was extensively read to develop this chapter. Next, the authors delve into the digital behavior of the consumer when using these tools. Thus, they propose the OXS model to show the stages of eBehavior and connected with digital marketing tools (DMT) backed with security, which creates a new value string (digital) that results in a more powerful and effective eWOM. The proposal of this model explains the classification of brands within the digital context.

2009

The people who receive the information and buy products/services migrate, nowadays, from traditional to on-line media, a greater number of them is accessing the desired news from specialized sites and from mobile devices, anywhere and anytime. The ...

The era of traditional marketing is slowing fading out owing to its high cost and low conversion ratio, and is being replaced by heavy investments in Digital Marketing by all firms alike. Digital Marketing uses various digital tools and technology to reach the target customers and performs data driven marketing of products and services. Identification of target customer is comparatively easy in digital media marketing and hence is more effective compared to traditional media marketing. This paper gives an insight on how by using digital marketing, the customer reach can be enhanced in a cost-effective way. It also gives a review of how the digital marketing landscape is changing. It emphases on how social media platforms can be leveraged for digital marketing and discussing the effectiveness of different platform. Besides this, various channels are available to make the digital marketing experience smoother. Tools like search engine optimization, influencer marketing, product placement etc. helps in increasing the visibility of the product significantly. Below the line activities such as e-mail marketing, content marketing, affiliate marketing helps you to connect with the customer directly. Various channels such as Pay per click marketing, Social Media Marketing, YouTube marketing and effectiveness of each channel has been discussed in this paper. The elements of a digital marketing program for attracting the customers, engaging them and retaining them and how to understand their preferences would be known after reading this paper. This will help to choose the best digital marketing channel based on products and services that you are offering. The final aim is to decide upon which channels and social media platforms to be used strategically and achieve the right mix and desired ROI. This research can provide a general framework for comparing different social media platforms and how the selection of particular channel and digital platform will influence the product or service communication. Also, the way forward and the need for organizations to go digital has been stressed upon. The shift towards a digital India will take place over a period of time. The internet penetration of urban India is close to 60% but that of rural India still stays at less than 20%, hence it will be a slow and steady process. The market is becoming very competitive and digital organizations need to update their marketing strategy in accordance with the consumer behaviour. Digital marketing allows marketers to come up with more innovative ideas to market their products. Latest technologies like 3D printing have also been discussed which may change the way marketing happens in future. It is now possible to create a 3D object from a digital model. This can be a viable marketing tactic for businesses in future. In future it will be possible for businesses to create accessories which can then be printed by customers who have 3D printers. This will result into elimination of unnecessary processes and also help in customization. The future of marketing is here, ready?

Journal of Marketing Analytics