Digital marketing: conceptual framework, current trends and trends

Abstract

This article presents digitalisation as a transformative process that is penetrating ever more deeply into the most diverse areas of the economy, transforming not only basic categories such as production technology and consumption patterns, but also the inextricably linked marketing activities, while modernising the ways in which a product, service or company is promoted in general, as well as attracting customers, with the help of the latest technology.  There are many trends in digital marketing that are relevant at present. Some of the most significant trends considered are: use of artificial intelligence (AI); mobile marketing; video marketing; voice search; interactive content; social responsibility. These and other trends are important factors that companies should consider while developing their marketing strategies to stay on trend and attract the attention of their target audience.