ASSESSMENT OF TRENDS IN THE APPLICATION OF DIGITAL MARKETING
Keywords:
digital marketing, digital tools, companies, consumers, marketing trends.
Abstract
One of the conditions for the future development of companies is the identification and use of digital capabilities. In recent years, the environment in which we live and work has changed radically. If the emergence of the Internet was revolutionary in the way we communicate and obtain information, currently the availability and mobility of technologies affects consumers' habits and promotes the transformation of classic business models. Aim of the study: to explore and learn about the development trends of digital marketing. Applied research methods: monographic descriptive method, analysis, synthesis, statistical method. The study based on scientific publications, statistics and other sources of information. The results of the study show that in 2019 digital marketing tools are most actively used: artificial intelligence / augmented reality / machine learning; video marketing; chatbots, virtual assistants.
References
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Smart Insights. (2017). Digital Marketing Trends for 2017. [Electronic resource]. Retrieved from https://www.smartinsights.com/managing-digital-marketing/marketing-innovation/ digital-marketing-trends-2016-2017/. [in English].
Smart Insights. (2018). Marketing Trends to act on in 2018. [Electronic resource]. Retrieved from https://www.smartinsights.com/digital-marketing-strategy/10-marketing-trends/. [in English].
Smart Insights. (2019). 8 business-critical digital marketing trends for 2019. [Electronic resource]. Retrieved from https://www.smartinsights.com/managing-digital-marketing/marketing-innovation/business-critical-digital-marketing-trends/. [in English].
Smart Insights. (n.d.). About Smart Insights. [Electronic resource]. Retrieved from https://www.smartinsights.com/about/. [in English].
Taiminen, H. M., Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651. DOI: 0.1108/JSBED-05-2013-0073. [in English].
The enterprises project. (2018). What is digital transformation? [Electronic resource]. Retrieved from https://enterprisersproject.com/what-is-digital-transformation. [in English].
Volvenkins, V. (2019). Sešas digitālā mārketinga tendences 2019. gadā. [Electronic resource]. Retrieved from https://imarketings.lv/sesas-digitala-marketinga-tendences-2019-gada/. [in Latvian].
Zalāne, L. (2017). Būt soli priekšā tendencēm. Dienas Bizness, 25.05.2017. [in Latvian].
Biznesa asistents. (2018). TOP 5 digitālā mārketinga stratēģijas 2019.gadam. [Electronic resource]. Retrieved from https://goo.gl/3iNhyX. [in Latvian].
Brooks, A. (2019). 10 Digital Marketing Strategies That Work in 2019: A Complete Guide. [Electronic resource]. Retrieved from https://www.ventureharbour.com/top-digital-marketing-strategies-for-2018//. [in English].
Chaffey, D. (2018). What is Digital Marketing? A visual summary. [Electronic resource]. Retrieved from https://www.smartinsights.com/digital-marketing-strategy/what-is-digital-marketing/. [in English].
Chaffey, D. (2019). Digital marketing megatrends 2019. 10 digital marketing and martech megatrends. [Electronic resource]. Retrieved from https://www.smartinsights.com/ advice/digital-marketing-megatrends/. [in English].
CSP. (2018). Informācijas un komunikācijas tehnoloģiju lietošana mājsaimniecībās 2018.gadā. [Electronic resource]. Retrieved from https://goo.gl/FKA68t. [in Latvian].
CSP. (2018b). Informācijas un komunikācijas tehnoloģiju lietošana un e-komercija uzņēmumos 2018.gadā. [Electronic resource]. Retrieved from https://goo.gl/3JQDwv. [in Latvian].
Dave, N. (2019). 11 Digital Marketing Trends You Can No Longer Ignore in 2019. [Electronic resource]. Retrieved from https://www.singlegrain.com/digital-marketing/11-digital-marketing-trends-you-can-no-longer-ignore-in-2018/ . [in English].
Digiflow. (2019). 2019.gada tendences digitālajā mārketingā. [Electronic resource]. Retrieved from https://www.digiflow.lv/blog/copy-of-2019-gada-tendences-digit%C4%81laj%C4% 81-m%C4%81rketing%C4%81. [in Latvian].
Ehlers, K. (2019). Five Digital Marketing Trends to Expect In 2019. [Electronic resource]. Retrieved from https://www.forbes.com/sites/theyec/2019/02/19/five-digital-marketing-trends-to-expect-in-2019/#38280a5d5d43. [in English].
Eurostat. (2018). Digital economy and society statistics - households and individuals. [Electronic resource]. Retrieved from https://goo.gl/3zn7UZ. [in English].
Kannan, P. K., Li, H. A. (2017). Digital marketing: A framework, review and research agenda, International Journal of Research in Marketing, 34(1), 22-45. DOI:10.1016/j.ijresmar.2016.11.006. [in English].
Kent, K. (2018). Why Digital Marketing is the Key to Success for Your Business. [Electronic resource]. Retrieved from https://www.lyfemarketing.com/blog/why-digital-marketing/. [in English].
Litsa, T. (2019). Digital marketing strategy 2019: How to take advantage of the latest trends. [Electronic resource]. Retrieved from https://www.clickz.com/digital-marketing-strategy-2019/223162/. [in English].
Lubek, S. (2019). Top 2019 Digital Marketing Trends and Predictions. [Electronic resource]. Retrieved from https://www.chiefmarketer.com/top-2019-digital-marketing-trends-and-predictions/. [in English].
Mathews, S., Bianchi, C., Perks, K. J., Healy, M., Wickramasekera, R. (2016). Internet marketing capabilities and international market growth. International Business Review, 25, 820–830. DOI:10.1016/j.ibusrev.2015.10.007. [in English].
Membrillo, A. (2018). 10 Digital Marketing Trends and Innovations for 2019. [Electronic resource]. Retrieved from https://www.cardinaldigitalmarketing.com/blog/digital-marketing-trends-and-innovative-tactics-for-2019/. [in English].
Osman, M. (2019). Ecommerce Statistics for 2019 – Chatbots, Voice, Omni-Channel Marketing. [Electronic resource]. Retrieved from https://kinsta.com/blog/ecommerce-statistics/#. [in English].
Perju-Mitran, A., Budacia, A.E. (2015). Gender Differences in Modeling the Influence of Online Marketing Communication on Behavioral Intentions. Procedia Economics and Finance, 27, 567-573. DOI: 10.1016/S2212-5671(15)01034-5. [in English].
Pesce, R. (2018). What is Digital Marketing and why is it important to your strategy? [Electronic resource]. Retrieved from https://goo.gl/EoavCz. [in English].
Salesforce. (2018). What Is Digital Transformation? [Electronic resource]. Retrieved from https://www.salesforce.com/products/platform/what-is-digital-transformation/. [in English].
Shaltoni, A. M. (2017). From websites to social media: exploring the adoption of internet marketing in emerging industrial markets. Journal of Business & Industrial Marketing, 32(7), 1009-1019. DOI: 10.1108/JBIM-06-2016-0122. [in English].
Smart Insights. (2017). Digital Marketing Trends for 2017. [Electronic resource]. Retrieved from https://www.smartinsights.com/managing-digital-marketing/marketing-innovation/ digital-marketing-trends-2016-2017/. [in English].
Smart Insights. (2018). Marketing Trends to act on in 2018. [Electronic resource]. Retrieved from https://www.smartinsights.com/digital-marketing-strategy/10-marketing-trends/. [in English].
Smart Insights. (2019). 8 business-critical digital marketing trends for 2019. [Electronic resource]. Retrieved from https://www.smartinsights.com/managing-digital-marketing/marketing-innovation/business-critical-digital-marketing-trends/. [in English].
Smart Insights. (n.d.). About Smart Insights. [Electronic resource]. Retrieved from https://www.smartinsights.com/about/. [in English].
Taiminen, H. M., Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651. DOI: 0.1108/JSBED-05-2013-0073. [in English].
The enterprises project. (2018). What is digital transformation? [Electronic resource]. Retrieved from https://enterprisersproject.com/what-is-digital-transformation. [in English].
Volvenkins, V. (2019). Sešas digitālā mārketinga tendences 2019. gadā. [Electronic resource]. Retrieved from https://imarketings.lv/sesas-digitala-marketinga-tendences-2019-gada/. [in Latvian].
Zalāne, L. (2017). Būt soli priekšā tendencēm. Dienas Bizness, 25.05.2017. [in Latvian].
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Published
2019-04-03
How to Cite
Kotane, I., Znotina, D., & Hushko, S. (2019). ASSESSMENT OF TRENDS IN THE APPLICATION OF DIGITAL MARKETING. Scientific Journal of Polonia University, 33(2), 28-35. https://doi.org/10.23856/3303
Section
Social Sciences
