Publication detail

Transformácia digitálneho marketingu

Andrej Káčer

Original Title

Transformácia digitálneho marketingu

English Title

Transformation of Digital Marketing

Type

article in a collection out of WoS and Scopus

Language

Slovak

Original Abstract

This article deals with marketing in the digital age, discusses the elements that influence its development and changes. The aim of this research is to identify what affects digital marketing today. In order to reveal these elements, scientific research has been carried out on digital marketing, critical review and secondary data dealing with marketing. First, a digital transformation is defined. Subsequently, the article shows the advantages and disadvantages of traditional marketing with digital marketing, which is followed by a table with the differences between traditional and digital inbound marketing. This type of marketing is then broken down into components. What is marketing in the 21st century and what role digital marketing plays in this century is presented. Transformation is a process of continuous change and development, so the elements that influence this transformation most are mentioned. In the end we will get to what benefits digital marketing brings and for whom it is beneficial.

English abstract

This article deals with marketing in the digital age, discusses the elements that influence its development and changes. The aim of this research is to identify what affects digital marketing today. In order to reveal these elements, scientific research has been carried out on digital marketing, critical review and secondary data dealing with marketing. First, a digital transformation is defined. Subsequently, the article shows the advantages and disadvantages of traditional marketing with digital marketing, which is followed by a table with the differences between traditional and digital inbound marketing. This type of marketing is then broken down into components. What is marketing in the 21st century and what role digital marketing plays in this century is presented. Transformation is a process of continuous change and development, so the elements that influence this transformation most are mentioned. In the end we will get to what benefits digital marketing brings and for whom it is beneficial.

Keywords

digitalizácia, marketing, transformácia, inbound marketing

Key words in English

digitalization, marketing, transformation, inbound marketing

Authors

Andrej Káčer

Released

6. 12. 2019

Pages count

10

BibTex

@inproceedings{BUT162177,
  author="Andrej {Káčer}",
  title="Transformácia digitálneho marketingu",
  year="2019",
  pages="10"
}