THE IMPACT OF DIGITAL MARKETING ON ENTREPRENEURSHIP
https://doi.org/10.18384/2310-6646-2019-4-57-62
Abstract
The article analyzes the impact of the development of digitalization on modern entrepreneurship. Changes in consumer behaviour require firms to rethink their marketing strategies in the digital sphere. Currently, much of the accompanying research focuses more on the client than the firm. This research provides an opportunity for entrepreneurs to make it easier to understand digital marketing as well as the benefits of using social media. The new generation of Internet applications enhances marketing opportunities, allowing firms to introduce innovative forms of communication with their customers. To improve interaction with digital marketing, marketers must focus on relationship-based interaction with their customers.
About the Authors
A. B. Mottaeva
Moscow Region State University
Russian Federation
Russian Federation
E. P. Znamenskaya
Moscow State University of Civil Engineering
Russian Federation
Russian Federation
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