COMMUNICATION OF GLOBAL BRANDS IN DIGITAL SPACE
COMMUNICATION OF GLOBAL BRANDS IN DIGITAL SPACE
Author(s): Jana Galera Matúšová, Zuzana IhnátováSubject(s): Media studies, Supranational / Global Economy, Communication studies, Sociology, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand; communication; digital marketing; global brand; social networks;
Summary/Abstract: The article deals with global brands communication and digital marketing in the theoretical part. It explains the specific issues of global brands and digital marketing activities and communication of brands in the online environment. The main goal of the article is to find out how the good strategy in digital marketing can influence the communication and number of leads of the global brand. Regarding the communication strategy of brands, the most common form today is digital marketing. And from many aspects – not only in terms of the high penetration of mobile devices and computers, but also in terms of the large availability of customer data. The conclusion of our article is that digital marketing nowadays brings the sponsors much more data about users of digital channels and thus the average user can become an ambassador, or a customer for the global brand.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/1
- Page Range: 59-67
- Page Count: 9
- Language: English
