Digital marketing as a type: concept, tools and effects

DOI

10.2991/mtde-19.2019.101How to use a DOI?

Keywords

digital technologies, digital marketing, digital interaction channels, means of digital interaction channels, digital marketing content, digital marketing tools, digital marketing effects

Abstract

In the article, the authors supplement the scientific and theoretical content of marketing by interpreting the concept of “digital marketing”. It is interpreted as a set of activities and practice of using all aspects of the organization’s traditional marketing, with the aim of managing relationships with target audiences through digital information and communication technologies and electronic devices. The authors reject the hypothesis of the allocation of digital marketing as a type in a strict scientific meaning. Channels of digital interaction are interpreted, forming means are allocated: user devices, software means and communication networks. The concept of digital marketing content is introduced, a list of digital marketing tools and products is indicated. Opinions on the applied utility of digital marketing are integrated and the effects of its implementation are allocated: differentiation, formation of new sources of income, cost optimization and increase in the value of the organization. The research was conducted within the grant support of priority research of scientists of the M.T. Kalashnikov IZSTU, project number 38.04.04/18SNG.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - N.G. Sokolova
AU  - O.V. Titova
PY  - 2019/05
DA  - 2019/05
TI  - Digital marketing as a type: concept, tools and effects
BT  - Proceedings of the 1st International Scientific Conference "Modern Management Trends and the Digital Economy: from Regional Development to Global Economic Growth" (MTDE 2019)
PB  - Atlantis Press
SP  - 508
EP  - 512
SN  - 2352-5428
UR  - https://doi.org/10.2991/mtde-19.2019.101
DO  - 10.2991/mtde-19.2019.101
ID  - Sokolova2019/05
ER  -