MARKETING IN DIGITAL ERA
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
In the paper the author deals with a very hot issue – which is changes in marketing at present, in the era that could be called the digital era. He points out the fact that these changes occur primarily in connection with the use of new information and communication technologies. In the first chapter the author discusses the nature and importance of mobile marketing. He emphasizes the fact that technological changes, particularly the spread of the Internet, have a significant impact not only on consumers but also on marketers. Digital marketing is the fastest growing area of marketing, whereas its importance and status have been constantly growing. The interaction between social networking and marketing is the main theme of the third chapter. The fourth chapter consists of the description of current trends in marketing, where the author pointed to the holistic concept of marketing, content marketing and viral marketing. In conclusion, the author assessed a brief overview, as well as the access to digital marketing.
Authors and Affiliations
Jozef Matúš
Keywords
Related Articles
- EP ID EP169614
- DOI -
- Views 139
- Downloads 0
ECO-INNOVATIVE COMMUNICATION ACTIVITIES OF SLOVAK BUSINESS ENTITIES
The presented scientific contribution focuses on the use of online and offline communication tools in presenting environmental products in specific Slovak business entities operating in selected industries – wood industr...
THE ISSUE OF GAME GENRE TYPOLOGY IN THE SLOVAK ONLINE GAME-MAGAZINE SECTOR
The submitted study focuses on the classification of digital game genres. The authors draw attention to the issue of game genre typology from the perspective of digital games theory. Simultaneously, the authors reflect o...
VALUE ORIENTATION OF ADOLESCENTS IN DIGITAL AGE
This paper intends to compare structures of preferred values between adolescents, focusing on year 2011 and year 2015. The research sample composed of Slovak adolescents (N=418). In order to record value preference struc...
MARKETING MANAGEMENT OF SOCIAL SERVICES IN THE REGION
The article reveals peculiarities of functioning of the sphere of state and municipal social services. The study aims to identify the elements of marketing system of state and municipal social institutions, the role of w...
ANALYSIS OF PERCEIVING THE WEBSITE’S QUALITY FACTOR
The main objective of the article is to identify the impact of website quality factors on user perception. Based on the mathematical and statistical methods used in the survey, specific recommendations for practice will...