TRENDS IN THE DEVELOPMENT OF THE DIGITAL MARKETING ECOSYSTEM AND BUSINESS STRATEGY
Keywords:
digital marketing, digital marketing ecosystem, social networks, Internet, business strategyAbstract
Until now, digital marketing has been taking an increasingly large part in overall marketing due to its simplicity and greater accessibility. The main factor in the growth of the participation of digital marketing in the overall structure of overall advertising is the function of creating and developing the ecosystem of digital marketing and the availability of the Internet, but also an adequate business strategy directed towards target customers and their needs. Of course, the point is that through these channels the number of users of these products and services increases, but in a new, more modern, simpler and, above all, cheaper way. Many businesses are realizing the importance of digital marketing. This is supported by the fact that a good number of them have their own website as an identity card that provides basic information about what the company does, but also that each of these companies communicates with their customers, existing and potential, through the most common social networks. Communication and advertising through social networks are not as simple as it seems to most people. It is necessary to create such posts and advertisements, which will touch even those people who are not interested in those products and services. Therefore, creative people who are educated in marketing and know all the potential tools and shortcuts for reaching a larger reach of some form of advertising are often involved in these jobs. Considering that the users of digital marketing are small businesses and startup companies, it is often not worthwhile for them to hire someone to handle digital marketing. Additional education of employees in the field of digital marketing can't hurt, but dealing with this business also requires a great deal of creativity, so more and more often companies decide to hire agencies that deal with this business, and that charge a certain price for their services. Given that the price of these services is much lower than traditional marketing services, and that they have a greater reach than most radio and TV advertisements, it becomes clear why more and more companies are opting for digital marketing. In the era of wide availability and accessibility of the Internet, an increasing number of companies are joining the so-called digital marketing ecosystems, where the boundary between producers, distributors, sellers and marketers is being lost. All of them work together to achieve a common goal, which is to increase sales through the sale of products and services to existing and new customers, who will eventually become regular customers. Unfortunately, in some underdeveloped countries, the Internet is still a difficult category to access, and without the Internet, there is no digital marketing, and therefore no creation of successful companies that are the carriers of economic growth in those countries. Often in those countries, marketing activities are reduced to the cheapest ones, such as distributing posters, flyers and the like, which is a method of advertising that has long been abandoned in developed countries, primarily due to awareness of environmental protection. The digital marketing ecosystem is certainly a very important segment of the company's success, but without an adequate business strategy, even digital marketing cannot help the company to be successful in the era of digitization. The aim of this paper is to point out the influence of the digital marketing ecosystem as well as the business strategy on the business success of the company.
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