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Digital Transformation Of Marketing Communications

Author

Listed:
  • Dinka Zlateva

    (South-West University "Neofit Rilski", Blagoevgrad, Faculty of Economics)

Abstract

The digital transformation has led to radical changes in marketing communications. The traditional business model no longer covers all the needs of the modern consumer. That is why the transformation is mandatory for every company that wants to be competitive in the market. The Internet and digital media have opened up new opportunities for marketers who have adapted the tools they use to new consumer habits. Today, marketing communications more than ever require an integrated approach to reach a target audience, encompassing both traditional channels and the online opportunities offered by new technologies.

Suggested Citation

  • Dinka Zlateva, 2020. "Digital Transformation Of Marketing Communications," Economics and Management, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 17(1), pages 171-181.
    • Handle: RePEc:neo:journl:v:17:y:2020:i:1:p:171-181
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    More about this item

    Keywords

    digital marketing; evolution of web technologies; digital marketing tools; digital marketing communications;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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