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Section 6. Economics of enterprises
https ://doi.org/10.29013/EJEMS-21-74-77
Zana Kepuska, AAB College, Prishtina Kosovo E-mail: zana.kepuska@universitetiaab.com
DIGITAL MARKETING
Abstract. Digital marketing at the modern times is something without which it is almost impossible the function and the development of market economy. The use of digital marketing has been spread all over and is being used worldwide. With this paper the author tries to explain the use of digital marketing along with the benefits it has for the prodeucers and consumers in the economy, as well as the communication established. For the needs of this paper the author uses the method of market analysis, the method of legal analysis, method of logic analysis whereas it is expected that the paper may be serving the needs of further debate in Kosovo in regard to economy and the academia.
Keywords: digital marketing, advertisement, market, client, product.
Introduction that enables approach in multimedia, complex docu-
Advantage of this type of marketing is its capac- mentation and the data base. The networs is from the ity for more communication. Bussinesses and the most effective machines of information because of its concept of marketing in business are considerably supported by the use of computers. Computers play an important role in control of inventures, processing and manging orders, design and production of goods, analysis ofprodeuct and the market. The main characteristic of business is the ability to create links between people. Enterprisses communicate with consumers through various types of media. Over many years the dramatic change of development happened in form of traditional marketing and media and communication. This is a revolution and that is Internet, global massive complicated network which has the potential that in a drastic way change the way of making business with the consumers. Marketing is a process by which goods are sold or bought where the goal of marketing is to keep consumers pleased. Internet is service of information based on hypertext
visual appearance and the advancement of characteristics. It is also for those who do marketing Internet could be used: to create a basis for clients, for analysis of product and the market, for quick approach to information, for quick communication, for recruitment of new workers, for opening new paths of businees. Modern marketing has evolved in a complex and various field. This field involves a broad spectrum of special functions as are: advertisement, business of ordering via posts, public relations, slae, market requests, determination of price of goods, etc. [1]
Computer technology
Computer technology is the most important and most impressive means which ensures succees of enterprise. Computers play an important role in every aspect of enterprise existence-from the design and production of a product, creation of data base
of consumers, control of inventures, market analysis, advertisement, sale and all operations of enetrprise. Durign the last years increased distribution og com-piuter technologies and communication with businesses has created new ways for enetrprises to get connected to their clients. These medieted environments by computers with the acronym ANK, as Internet raise the question ofrequest. Potential research issues in corelation with the mediated environments with computers-ANK observe five parts and that as:
- Processes of placement;
- Advertisement and communication;
- Brand communities and
- Determination of price.
During last years the world of marekting has dramatically chanegd by the quick spread of computers and informatic technology through businesses. Two most important changes that increased potential of linkages between buyres and sellers are the number of housekeeprers that possess personal computers and the exponential increase of Internet application —most improtant: world wide, Web-WWW.
Traditional concept of marketing enables a set of leading principles for companies that like to integrated in a broad field of Internet and the digital technology with their business activities.
Term marketing (electronic marketing) was created by refering the use of a broad field of communication technology including celulars and digital televisions on following goals of marekting.
Broadeing of application of digital technology suggests traders that they should broaden their thoughts about Internet including all platforms that allow the application of electroni business. Electronic trade involves application of a broad field of digital technology to follow business interactions including:
- Internet;
- EDI;
- Email;
- Wire transfers-electronic pay;
- Electronic televisions [2].
Forms of electronic technology according Davis Jobber are:
- Business-to-business (B2B) or business towards business by the use of KED changes. Companies lile the case Cisco have transfered aproximately all their sale in Intermet, thus this is the biggest form of Internet for the time being.
- The other form of electronic trade is Business-to-consumer (B2C) or business towards consumers which is based to the retailer as Tesco by enhancing buying in network and by adding trade channels through the Internet.
Amazon.com has created global sale of books bu the use of new technologies of sale on network. When at the beggining face the Internet it is not unual to be defeated from the complexicity of technology and the variety of alternative roads through which firm could join the marketing Internet and electronic trade.
Van Slyke and Belanger propose some possibilities to have influence in the business technology of Internet and that as:
- E-licence;
- new markets
- competitiom
- financial investments and
- trade changes.
There also exist some factors who influence the adoption of Internet marketing:
- inner factors - enterprisses could have total influence, e.i. does the organization or company have a working strategy and is the product adequate in order to be the part of exchange in the network.
- Environmental factors - in these factors the entreprisee has no influence, e.i.in the question how competition uses the Internet.
- Comparison advantages of the Internet - circumstances which offers the Internet in marketing compared to old methods of buying, e.i.technologi-cal abilities, speed and the approach in new markets in the entire world [3].
Strategies of communication in the Internet
Capacities to communicate and to establish a report with every individual is one of the main forces of the Internet.
Publicity in the Internet undoubtedly should take part in a general communication plan of an enterprise. VV model could give valuable advice on creating marketing in the Internet, it also gives answer in th equestions: who, what, when, where, why.
Many of changes among the goods and services have influence in the effective and suitable use of short term promotion in the marketing of services. Four of most important changes are: - the lack of inventory;
- Reduction of mediators;
- Importance of consumer contacts with the personnel;
- Participation of consumer in production.
In order to increase interest and the pleasure on price olicies used properly or in order to motivate clients to undertake a determined activity on the lack of reduction of direct price, marketing specialist of services applies seven promoting techniques. These alternatives are:
- Coupons;
- Rebates;
- Information on appliance of sale in the future;
- Prices in form of gifts;
- Promotion price/quantity;
- Proof[4].
Electronic Marketing as a means of communication with the consumer
Marketing through the Internet, said on the other way E-marketing or online marketing is the marek-ting of products or services through the internet. Internet brings many profits and unique for marketing including low costs and the distribution of information and by this it plays the role of media on global audience. This type of marketing connects together creative aspects and the technic ones of internet, including design, development, advertisement and sale. Methods of electronic marekting include:
- Marketing through requiring motors;
- Marketing of performance;
- Marketing through email
- Branched marketing;
- Advertisement; and
- Blog-marketing.
Electronic marketing is a process of increase and promotion of an organization by using online media. This doesn't mean that this form includes online creation of a web site or its promotion. Quite often behind this web site it stand a real organization with the determied goals.
Strategies of this form of marketing include all aspects of online advertisement of products, email marketing, direct sale, etc. The Internet offers advertisers two ways of advertisement. In addition of simple advertisement through banners, in Internet it is offered also the advertisement quite popular according to the key words that enabled advertiser to show the advertisement only when seeker requires a determined notion.
Advertisement according to the key words is paid according to the click (PPC model) that means that advertiser pays the place of advertisement only then when user clicks on this part. When user requires a notion (one or some words) seeker from that moment when foudn internet connection which correspond required notions.Marketing in the Internet offers quick communication for buyers who immediately could order the required product. Potential buyer at every moment could come back to the advertisement and to verify one more time offered services or regarding the company information [5].
Advertisement in the Internet offers a quick communication with the buyer who immediately may order the required product. Potential buyer in every moment could come back to the advertisement and to verify one more time offered services or regarding the information about our company. Every change on information about our products will be visited firstly from the visitor in the Internet.
Advantages of the Internet:
- Reducement of expenses during advancement anf organization of marketing in company;
- Company takes a strategic position inb market by which the old clients are saved and gain more new clients and by this the company is competitive at the high level;
- With the constant presence in the Internet with the different activities of marketing and web presentation, an image of modern company is build up which is also reliable and strong.
Advertisements in the Internet cojld lead to a considerable increase of incomes, increase of numbers of consumers and the spread of the name of the company. In addition to this they are a direct channel with the lower cost which small businesses could use in order to enter to consumers so the products are sold. Advertisements in the Internet are the efficient ways to transmit the message to the potential clients, allowing enytrance to a bigger clientele by reducing sensitively marekting expenses. Different from most ofprograms of marketing which are difficult to be followed, advertisements in the Internet give a direct profit idea from the investement done in marketing as well as help in establishing a big basis for clients and incomes.
Nowaday clients visit the Internet not only for news from technology or to buy but also as a resource to know various products and services. New studies of companies "Kelsey Group" and "ConStat" show that 80% of American adults use the Internet as the information resource where they can buyr products and services in the zone where they live.
Advertisements in the Internet not only help the increase traffic in the determined web site but they also positively impact sale by traditional ways since they serve as the resource for spreading the name of the company. Many big companies with the traditional marekting campaigns take the way of advertisement in the Internet and up until now have achieved big success. This number of different companies that advertise through Internet is in a continual increase [6].
Conclusions
The Internet advertisement has drastically and positively changed the way of promotion of services and products. These changes made and continually make an impact on the way ofhow communicate producers and the consumers in the market economy. They not only engter more easily into the business relations but they also in the economic transactions have more benefits: producers get more easily in contact with the potential clients, whereas consumers not only get easily in contact with the products and services but through this they can get to a more favorable prices for the needed products or services. New technologies now have opened doors for new achievements, since the use of the Internet has increased tremendeously and it will continue further. Acces to the Internet nowadays have almost all adults in every country. Even in the poor countries.Thus the advertisment ofproducts is normally expected to incerase and at the same time the increase of client appears directly. Finally, Internet now is a tool without which the development ofbusi-ness is almost impossible.
References:
1. Simonson Itamar. "Choice Based on Reasons; The Case ofAttraction and Compromise Effects". Journal of Consumer Research - 18 September, 1989.- P. 158-174.
2. Remembered Brands. "Use if Recalled Attributes and Prior Overall Evaluations". Journal of Consumer Research,- 15-09. 1986.- P. 169-184.
3. David Jobber. "Principles and Practice of Marketing". Fourth edition, McGraw-Hill International, (UK) Ltd, 2004.- P. 549-592.
4. Liljana Elmazi&Shaip Bytyqi, Sherbimet e marketingut,- 340 p.
5. Edmod Beqiri, Interneti - Komunikimet kompjuterike - Dukagjini, Peje, 2002.
6. Denise Moser. "Marketing Tools for the 21 Century". - Semaphore Inc. 2002.
