DIGITAL MARKETING STUDY WITH THE FOCUS ON MOBILE APPLICATIONS USE IN RETAIL IN SERBIA

Abstract

The examination of digital promotion in the distribution sector within the context of multichannel marketing strategy aims to uncover the reasons behind the comparatively lower adoption of new promotional tools, particularly in retail chains. The research delves into the potential implications of this disparity and seeks to identify opportunities for enhancing the use of digital promotional tools in distribution settings. Additionally, the study explores how the integration of these tools can contribute to an enriched user experience and more effective customer relationship management practices within the distribution industry. Within the conceptual framework, the study delves into the pivotal role played by an optimal blend of online and offline promotional channels, a critical aspect in the realm of contemporary digital marketing. The focal point of the research is on applications identified as a modern and digital promotional channel. The investigation not only scrutinizes the design, content, and usage patterns of mobile applications but also incorporates real world examples from prominent retail chains. Through a comparative analysis, the study aims to provide insights into the effectiveness and nuances associated with the utilization of mobile applications as a promotional tool in the distribution sector. Furthermore, the study presents the outcomes of primary research conducted specifically on the segment of young and middle aged consumers. This research aimed to gain insights into their experiences, attitudes, and opinions regarding the utilization of mobile applications offered by retail distributors. By focusing on this specific consumer generation, the study aims to provide a targeted understanding of how mobile applications are perceived and utilized within the context of retail distribution. The primary question is whether and how mobile apps in the retail channel incentivize purchases. Secondly, whether the users of these applications know exactly what they are looking for on these apps. The last portion of the study includes a critical overview of the results received, as well as concluding insights that are needed for further research. The practical implications of this research are evident in its contribution to strategic marketing decisions within retail companies. By specifically targeting younger and middle aged customers, the study provides insights that can directly inform marketing strategies tailored to these demographics. The findings aim to assist retail companies in optimizing their use of mobile applications and refining their marketing approaches to better align with the preferences and expectations of the identified consumer segments. This can potentially lead to enhanced customer engagement, satisfaction, and overall business success in the rapidly evolving landscape of retail distribution.