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Vol 14, Issue 1, 2024
Pages: 163 - 163
Original scientific paper
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Received: >> Accepted: >> Published: 09.06.2024. Original scientific paper

THE IMPACT OF DIGITAL MARKETING ON MODERN BUSINESS AND ADVERTISING

By
Isidora Milošević ,
Isidora Milošević

Visoka škola za uslužni biznis Istočno Sarajevo – Sokolac , Istočno Sarajevo – Sokolac , Bosnia and Herzegovina

Milica Grbić ,
Milica Grbić

Visoka tehnička škola strukovnih studija u Novom Sadu , Novi Sad , Serbia

Biljana Bjelica
Biljana Bjelica

Visoka škola za uslužni biznis Istočno Sarajevo – Sokolac , Istočno Sarajevo – Sokolac , Bosnia and Herzegovina

Abstract

 In today's world, alongside increased market globalization and economic regionalization, business success relies on the utilization of modern information technology. The emergence and development of the Internet and the networking of businesses and public administrations, driven by digital marketing strategies, have led to significant changes in how business systems operate and their efficiency. It has facilitated easy and fast communication, almost instant transmission of large amounts of data over long distances, simple publishing and updating of multimedia documents and their continuous global availability, digital delivery of goods and services, direct online payments, creation of virtual organizations, etc. All of these represent elements of a new form of business. Electronic commerce is a broad concept encompassing all business transactions or information exchanges conducted using information and communication technology between: businesses, businesses and their customers, or businesses and public administrations. 

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