The Concept of Digital Marketing Mix: Implications in Consumer Behaviour
The Concept of Digital Marketing Mix: Implications in Consumer Behaviour

Author(s): Saša Virijević Jovanović, Goran Dašić
Subject(s): Social Sciences, Economy
Published by: Udruženje ekonomista i menadžera Balkana
Summary/Abstract: Considering that digital technologies have become an essential element of everyday consumer life, modern marketing has shifted to new, digital models that provide different possibilities for marketing mix development. The advent of the Internet, and particularly Web 2.0. technologies have signifcantly influenced all elements of the marketing mix, regardless of whether organizations are directly involved in e-commerce or not. The paper analyses the strategic frameworks of the marketing mix from the context of consumer behaviour, and their user experience in the digital environment. The research aim is to indicate the opportunities of digital technologies for marketers when deciding about product differentiation, price strategies, online communication tools and distribution channels to deliver value to consumers. In addition, the paper provides an insight into current literature dealing with the implications of digital technology and media on the digital marketing mix.

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