Digital Marketing – a New Stage in the Evolution of the Modern Marketing Concept

Abstract

The digital revolution has changed and continues to fundamentally change every human activity, whether we refer to economics, innovation, education, health, or governance, having an evergrowing pace. The Internet, mobile phones or other tools that collect, store, and distribute digital information rapidly spread around the world, both in economically developed and developing countries, and the online and mobile environments, thus, database creation, data mining, automation, remote communications, and others are keywords for modern technologies and resources. The digitization processes significantly influence the business models in their entirety, the marketing activity being no exception. In this regard, the impact of digitisation on the content of the modern marketing concept, the benefits for companies and customers, and the practical application of digitisation with reference to the components of the marketing mix are of particular importance.