Promoting the use of digital marketing in the global economy

Abstract

The authors examine the rapid development of e-commerce in the world economy, stressing that its use stimulates introduction of new tools in the battle for the buyer. In particular, an increase in the use of digital marketing, its high role in inter-firm rivalry and a growth in the use of mobile terminals for carrying out operations on the acquisition of goods through the Internet are shown. However, the transition of companies’ business into the Internet space involves some problems. Particular attention is given to the most important areas in the digital marketing.