Дигитален маркетинг: опит за систематизиране на понятията
Digital Marketing: Basic Concepts

Author(s): Milanka Slavova
Subject(s): Economy, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Digital Transformation; Digital Marketing; Social Media; Search Engines; Internet Marketing
Summary/Abstract: The purpose of the paper is to explore and structure the major concepts used today to describe the key digital marketing decisions. Part of them describes the growing importance of new technologies (mobile marketing). Other terms refer to the changing role of the customers in the interaction with the companies (inbound marketing). Different terms appear and define the need to create content that attracts the customers to companies’ products and services in various communication channels. The author supports the idea that the digital marketing is an integral part of the overall marketing strategy of the organization. Its major purpose is to contribute to the long lasting relationships with the customers in the modern connected world.

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