Albérico Manuel Fernandes Travassos Rosário and Rui Nunes Cruz

DOI: https://doi.org/10.6000/1929-7092.2019.08.154

Published: 31 December 2019

Abstract: Digital marketing is a relatively derived concept of marketing communication, initially dubbed internet marketing, defining itself as a communication tool. While marketing is a central management process for all the activities of a business, consumer behavior in a digital environment presents changes that organizations marketing activities must respond to through relevant alterations of business models. Digital marketing (content marketing, blog, banners, video, social media, lead generation, eBooks, and other materials) is a global marketing communication platform used by organizations to communicate their products and services, resulting in their commercialization. The global digital economy grows rapidly. Such an outstanding growth challenges the relevance of existing practices in digital marketing. Essentially, the globalization of markets and competitiveness between organizations requires the implementation of new communication actions. This journal article identifies determinants of innovation in digital marketing, clarifying advantages and disadvantages of technology and the main contributions and their implications, identifying paths and themes for future research.

Keywords: Marketing, digital marketing, social media, future of digital marketing.

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