DIGITAL TRANSFORMATION IN MARKETING AND BUSINESS – IMPLICATIONS ON RETAIL TECHNOLOGIES AND CUSTOMER ENGAGEMENT

Syaglova, Yulia and Mojsovska Salamovska, Snezana (2019) DIGITAL TRANSFORMATION IN MARKETING AND BUSINESS – IMPLICATIONS ON RETAIL TECHNOLOGIES AND CUSTOMER ENGAGEMENT. In: Dubrovnik International Econonomic Meeting 2019, Dubrovnik, Croatia.

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Abstract

Abstract
Digital transformation of the global society and economy causes tectonic movements in doing business
worldwide. Business marketing has become an arena where disruptive technologies literally change the
marketing environment landscape, transforming the contemporary marketing into digital marketing,
and thus implying newly emerged groundbreaking concepts in scientific thought in these fields. This
paper discusses the phenomenon of digital marketing transformation, particularly on its impact on
contemporary retail technologies, with emphasis on Russian economy. In addition to the theoretical
analysis, selected relevant statistics and data are presented. Furthermore, the respective impact of
marketing transformation on customer behavior in retail is elaborated. Marketing transformation
implies substantial changes in retail environment of companies, because in an era of marketing
digitalisation, customers are gaining enormous empowerment by development of new technologies;
they are becoming more demanding, and their expectations are increasing. Consequently, companies
are literally forced to constantly reevaluate and reshape their marketing strategies, especially substrategies that are directly influenced by development of disruptive technologies that are applied in
business. Omni-channel retailing strategy is discussed as one of possible newly emerged solutions for
meeting the increased customers’ expectations and responding to modified behavioral patterns, as well
asfor attaining the required level of digital customer engagement in retail businesses.
Keywords: digital marketing transformation, retail technologies, omni-channel retailing,
customer engagement

Item Type:	Conference or Workshop Item (Paper)
Subjects:	Scientific Fields (Frascati) > Social Sciences > Economics and Business
Divisions:	Faculty of Economics
Depositing User:	Prof Snezana Mojsovska Salamovska, PhD
Date Deposited:	29 Dec 2021 07:32
Last Modified:	29 Dec 2021 07:32
URI:	https://eprints.uklo.edu.mk/id/eprint/6397

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