Abstract
In recent decades, we have witnessed an ever increasing concentration of companies towards the consumer. This has come as a result of various factors, of which an important one has been the digital revolution, which has empowered consumers by giving them access to information and access to one another on a global scale. In an attempt by companies to adapt to this customer empowerment in order to achieve a greater profitability by better serving customers, digital marketing was born. Digital marketing includes various methods of achieving marketing goals by using digital tools, including: search marketing, social media marketing, email marketing, mobile marketing, content marketing, etc. While digital marketing has proven to be very successful in developed countries around the world, in Kosovo it does not have a significant presence. Either way, the development opportunities of this field in Kosovo are plenty. In Kosovo, the percentage of internet users is quite large. This means that there is an almost unexploited market online. The main reasons why digital marketing can succeed in Kosovo are: low cost compared to traditional marketing (TV, radio, billboard, etc.), a positive attitude of businesses towards digitalization, a large number of potential customers, and an emphasized need for professionals in this field.
Highlights
For as long as trade has existed, marketing has co-existed alongside with it
Marketing has passed through many stages of its development, always seeking improvement; worthy of mention are the rapid developments in the recent decades
For the most part, marketing strategies and concepts have a special focus on the consumer, unlike traditional marketing strategies that had a tendency to focus more on the product
Summary
For as long as trade has existed, marketing has co-existed alongside with it. Looking back at the initial trade methods, marketing was expressed in the sense of how merchants enticed, and persuaded people to buy or exchange products. For the most part, marketing strategies and concepts have a special focus on the consumer, unlike traditional marketing strategies that had a tendency to focus more on the product. Through digital marketing means, customers can and quickly request information or buy products. E.g. if a customer is interested in buying a new car, but wants more information on certain brands from a certain car dealer before he decides on his purchase; if it is late night, he will have to wait until the day when the company is opened He will have to physically go there. One can do in-depth targeting, choosing what ads to be shown to what types of targeted groups identified; aspects that are hardly possible to be reached through traditional marketing means..
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