“Characteristics of the digital marketing advantages and disadvantages” from IOP Science.
The Institute of Physics is a publishing company in which scientific research is distributed. This publication explores the emergence of digital marketing and its advantages in the business world.
Abstract
Digital marketing is an integral part of the process of digital business transformation. It incorporates new marketing techniques that are based on information and communication technologies. For this reason, its application in practice is a prerequisite for the successful development of the business in the contemporary market conditions. The object of this paper is the digital marketing and the subject is the digital marketing advantages and disadvantages. The first purpose of this paper is to systemize the various terms for digital marketing used in the specialized literature and the Internet and to show the differences between them. The second is to present the characteristics of the main advantages and disadvantages of digital marketing. Knowing them in depth, companies will be able to develop effective digital marketing strategies that have high potential to achieve company goals and at the same time are suitable to their profile. Thereby, they will be able to determine to what extent and which tools of the whole digital marketing palette are best suited to their marketing activities.
This publication disagrees with the fact that digital marketing can be “an open book”, making information easily accessible to competitors. Although openness and collaboration are two strongly encouraged values in the humanities, they may not be beneficial when it comes to competition between businesses.
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