CHANGE BRINGS OPPORTUNITIES – AN INTRODUCTION TO DIGITAL MARKETING STRATEGY TECHNIQUES
AbstractDigital marketing has grown very fast during the last years. The advancement of technology gives businesses the opportunity to grow very fast, exploit new disruptive technologies, have access to data from many sources and create useful insights that can be helpful to build a successful digital business and digital marketing strategy. Having available all these new technology options could also be a challenge. Web analytics, chatbots, web mining, content marketing, advertisement, online platforms such as social media and online communities, did not exist some years before and now are a necessity for all businesses. Companies in order to be successful should collect, analyze, interpret a huge amount of data from inside and external sources, then take actions based on the results and always make evaluation of their strategy. In this presentation we will focus on the new opportunities that digital marketing offers, the new trends - technologies that should be included in all digital marketing strategies and how important is to adapt when the world changes.