ABSTRACT
Digital revolution has changed the companies’ approach to a consumer drastically. Thanks to the Internet, a consumer is capable of analyzing a price, according to circulating opinions, and sometimes even of dictating it. Development of digital technologies has lead to emergence of a cyber-consumer and cyber-business. Digital revolution enables implementation of new models of relationships with consumers, what is a challenge for enterprises, which are willing to increase their market share. Smartphones and social media exerted certain impact on dynamic development of a digital marketing. Therefore, manners of reaching potential clients through mobile phones and social networks are current communication channels, which can build a relationship with a customer, thus increasing sales. In the article, the author presented the essence of digital marketing together with its assets, which can be of no meaning for an enterprise, which is planning to cut on the customer service costs, hence improving profits and optimizing the sales processes.
References
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