IDEAS home Printed from https://ideas.repec.org/a/aca/journl/y2018id139.html
   My bibliography  Save this article

Modern trends in the development of digital marketing

Author

Listed:
  • Nadezhda I. Arkhipova
  • M. T. Gurieva

Abstract

The article analyzes modern trends in the development of digital marketing and the new opportunities resulting from this phenomenon. The availability of digital technologies for increasing number of companies gives new opportunities in terms of market and consumers' research and analytics, as well as communicating the client throughout the consumer lifecycle and building brand awareness and loyalty. On the other hand, the shifts in consumer preferences and lifestyles including the increase in time the consumers worldwide spend in digital media and their expectation of a fully personalized approach make the shift of producers towards digital instruments a necessary condition of survival. The article analyzes the most relevant and promising instruments of digital marketing and tries to forecast the possible role of the IoT in future.

Suggested Citation

  • Nadezhda I. Arkhipova & M. T. Gurieva, 2018. "Modern trends in the development of digital marketing," RSUH/RGGU BULLETIN. Series Economics. Management. Law, Russian State University for the Humanities (RSUH), issue 1.
    • Handle: RePEc:aca:journl:y:2018:id:139
    DOI: 10.28995/2073-63042018-1-9-21
    as

    Download full text from publisher

    File URL: https://economics.rsuh.ru/jour/article/viewFile/139/140
    Download Restriction: no
    File URL: https://libkey.io/10.28995/2073-63042018-1-9-21?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Andreea-Diana Suciu (Vodă) & Andra Ioana Maria Tudor & Ioana Bianca Chițu & Lavinia Dovleac & Gabriel Brătucu, 2021. "IoT Technologies as Instruments for SMEs’ Innovation and Sustainable Growth," Sustainability, MDPI, vol. 13(11), pages 1-17, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aca:journl:y:2018:id:139. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ð ÐµÐ´Ð°ÐºÑ†Ð¸Ñ (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.