Digital Marketing Evolution

Vladislav Shadrin; Olga Kotova

doi:10.21603/2500-3372-2020-5-2-263-269

VAK Russia

08.00.05

DIGITAL MARKETING EVOLUTION Digital Marketing Evolution

АА Аа

Published in Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences · Pages 263–269 · Rubric: ECONOMICS SCIENCES

DOI: https://doi.org/10.21603/2500-3372-2020-5-2-263-269

Received: 29.05.2020 Accepted: 29.05.2020 Published: 29.05.2020

Authors

Vladislav Shadrin

ORCID

Olga Kotova

Vladislav Shadrin

Kemerovo State University Russian Federation · Kemerovo

ORCID

Olga Kotova

Academic degree: candidate of economic sciences

T. F. Gorbachev Kuzbass State Technical University Russian Federation · Kemerovo

Kemerovo State University Associate Professor · Department of Marketing and Business Communications · Russian Federation · Kemerovo

ABSTRACT

Marketing complex acquires a new content as it tries to adjust itself to the changing business practices and consumer behavior. The research objective was to study the content of Marketing 4.0 and the changing relationship between the brand and the consumer. The authors conducted a comparative analysis of the changes in marketing concepts, which proved that consumers have become partners in marketing communications. Internet communities and opinion leaders proved to affect consumer behavior. Social networks and messengers shape attitude of whole communities. The research revealed an increasing role of customization and personalization in the promotion of brands and products in the era of digitalization. Consumer experience and pleasure derived from marketing interaction are becoming more and more important. Previously obtained materials made it possible to define the change in the marketing complex in the digital economy from 4P to 4C. New consumer communities search for information on the Internet, thus overlooking traditional methods of marketing communications.

KEYWORDS

digital marketing, marketing complex, marketing communications, sales, consumer, loyalty

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This work is licensed under Creative Commons Attribution 4.0 International

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Chief editor

Elena A. Morozova

morea@inbox.ru

This work is licensed under Creative Commons Attribution 4.0 International Creative Commons

GOST

Shadrin V. G., Kotova O. N. Digital Marketing Evolution // . 2020. pp. 263-269. DOI: https://doi.org/10.21603/2500-3372-2020-5-2-263-269. (Date of access 19.08.2026).

MLA

Vladislav Shadrin, Kotova O. N.. "Digital Marketing Evolution." (2020): 263-269. DOI: https://doi.org/10.21603/2500-3372-2020-5-2-263-269.

APA

Shadrin V. G., Kotova O. N. (2020). Digital Marketing Evolution. , 263-269. https://doi.org/10.21603/2500-3372-2020-5-2-263-269

Chicago

Vladislav Shadrin, Kotova O. N.. "Digital Marketing Evolution." , no. (2020): 263-269. https://doi.org/10.21603/2500-3372-2020-5-2-263-269.

WIKI

{{cite journal | author = Shadrin V. G., Kotova O. N. | title = Digital Marketing Evolution | journal = | year = 2020 | pages = 263-269 | doi = 10.21603/2500-3372-2020-5-2-263-269 }}

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