DIGITAL MARKETING IN THE VIRTUAL SPACE – CHALLENGES FOR COMPANIES IN MACEDONIA AND WESTERN BALKANS

Mojsovska Salamovska, Snezana and Gligorovski, Violeta (2012) DIGITAL MARKETING IN THE VIRTUAL SPACE – CHALLENGES FOR COMPANIES IN MACEDONIA AND WESTERN BALKANS. REDETE - International scientific confeerence.

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Abstract

The aim of this scientific paper is to analyse the level of utilization of virtual space in processes of design and implementation of marketing strategies in Macedonia and the wider region of Western Balkans. Digital marketing is the present and the future of business marketing for all companies worldwide. But is it perceived as a business opportunity to the extent that it deserves to be perceived by companies in this region? The goal of this scientific research is to identify the stage in exploitation and utilization of benefits of virtual space in business context and to further analyse the power of virtual space in creating the brand equity as one of most sophisticated and important intangible assets in contemporary environment. It is inevitable that local companies in the region are significantly endangered by strong global companies and global brands. In the processes of creating and maintaining the brand equity, virtual space has significant business power that needs to be unlocked and turned into competitive advantage. To what extent are companies in this region using the benefits of virtual space in their everyday operations, especially in performing marketing activities? Do they incorporate in their business strategies the consistencies and patterns of global trends of shifting from traditional towards digital marketing ? What are consequences of this ongoing process for marketing budgets allocation? Are marketing agencies in Macedonia ready to respond to companies’ requirements in this context? What is the level of awareness that companies in this region are experiencing regarding the ultimate business power of virtual space? These are some of key issues that this paper will try to elaborate, using the scientific methods of comparative analysis, literature review, survey, internet research, etc. in order to present not only secondary data but also to gather and analyse primary data that would be further used for final conclusions. Key words: Digital Marketing Strategy, Virtual space, Customer Engagement, Brand Equity

Item Type: Article
Subjects: Scientific Fields (Frascati) > Social Sciences > Economics and Business
Divisions: Faculty of Economics
Depositing User: Mr Dimitar Risteski
Date Deposited: 20 Feb 2020 08:23
Last Modified: 13 Mar 2020 10:43
URI: http://eprints.uklo.edu.mk/id/eprint/3129

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