Review article

DIGITAL MARKETING - LEADER OR COMPONENT OF INTEGRATED COMMUNICATION

Sanja Bijakšić orcid.org/0000-0003-4574-7610 ; University of Mostar, Trg hrvatskih velikana bb, 88000 Mostar, Bosna i Hercegovina
Ornela Leko orcid.org/0000-0001-5595-6964 ; Faculty of Humanities and Social Sciences University of Mostar, Matice hrvatske 1, 88000 Mostar, Bosna i Hercegovina
Andrea Raguž ; Faculty of Humanities and Social Sciences University of Mostar, Matice hrvatske 1, 88000 Mostar, Bosna i Hercegovina

Abstract

The modern way of doing business has affected all segments, including the marketing environment. There are no borders for the economy, and everything is becoming global and at hand. Organizations that want to survive in the market are forced to change their way of advertising and accept this way of market competition. Thanks to these changes, consumers are changing their habits, becoming more demanding, and organizations have to adapt. Those organizations that want to survive in the market need to change their way of advertising and accept this way of market competition. The traditional marketing used up to date is changing significantly, and digital marketing is becoming a significant component of integrated marketing communication. The interactivity, faster and easier reaching of target segments make this way of communication inevitable in competition. The primary goal of this paper is to research and analyze the role and importance of digital marketing in an organization today. Also, the work will include research of digital campaigns conducted by the observed organizations independently or in combination with other communication channels.
Twenty B&H companies from various industries were selected to fill out an online questionnaire for the research.

Keywords

digital marketing; interactivity; digital campaigns

Hrčak ID:

254863

URI

https://hrcak.srce.hr/254863

Publication date:

30.3.2021.

Article data in other languages: croatian

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