Abstract:

The changing environment and technological developments have changed consumption, ways of doing business and means of promotion. With the advent of the Internet, marketing has taken on a whole new dimension and resulted in the emergence of digital marketing. The Internet itself and online shopping have opened the horizons for completely new areas of marketing by allowing new strategies to be developed. Digital marketing has penetrated not only into TV and radio, but also into the Internet as it offers plenty of clever and convenient promotional tools. Digital marketing offers new functions to address, inform, engage, offer and sell products and services to customers and is expected to continue to be at the forefront of the technological revolution, i.e. it will change the way companies communicate and maintain relationships with their customers. The main goal of the paper is to evaluate the tools of digital marketing, their impact on the respondents and the possibilities of their use in the e-commerce process.