Иновации в дигиталния маркетинг - ползи и предизвикателства
Innovations in digital marketing - benefits and challenges

Author(s): Mary Ahegoukian, Mariana Kirilova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: online marketing; digitalization; innovative trends 2019; benefits of digital marketing
Summary/Abstract: Technologies evolve rapidly and continuously and affect every aspect of our lives. The marketing concept is also affected by this development; new marketing channels and tools are constantly emerging. What are the innovative digital instruments of 2019 used to design marketing strategies that enhance the brand-consumer relationship? How important is each of them for the business's success? Taking into account the diversity of the digital platforms which includes online; mobile and marketing in social media; word; banner and video ads; etc.; this article focuses on the innovative tools of content marketing; supported by virtual and augmented reality; automation of marketing; AI and machine learning; and Big Data as the right choice for future success of the businesses in the highly competitive digital era when technologies merge in the professional and private life of people. Side effects of the modern marketing practices based on digital technologies and raising concerns about fair competition; cybersecurity; privacy and data protection aspects are also highlighted in the course of the research.

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