Comparative Analysis of Digital and Traditional Ma

Abstract

With modern technological progress and scientific achievements, companies are actively adjusting their business strategies in order to take advantage of new business opportunities and achieve maximum profit for their companies. One of the current changes in the field of marketing is the increasing emphasis on digital marketing. Digital channels, such as social networks, mobile applications and online advertising, are becoming essential tools for communication and engagement with target audiences. Mobile applications, m-commerce and other innovations allow consumers to easily buy products and access information about brands anytime, anywhere. This trend requires companies to be active on digital platforms and adapt to the mobile experience in order to achieve success in the market. In the decision-making process, it is important to have the best possible analysis so that the strategy is as good as possible. SWOT analysis of digital and traditional marketing through strengths, weaknesses, opportunities and threats gives clear facts about how marketing is developing in the modern market, especially in Bosnia and Herzegovina. This paper provides an analysis and comparison of digital and traditional marketing with the aim of understanding their strengths and weaknesses in the market of Bosnia and Herzegovina.