DIGITAL MARKETING AND „AI“ IN THE DIGITAL ENVIRONMENT
Keywords:
digital marketing, digital environment, digital brand, artificial intelligence (AI)Abstract
Today, very often we encounter with terms such as digital marketing, digital environment, e-marketing, digital brand, artificial intelligence (AI) while following various electronic media. The term „marketing“ is a much broader term, it represents a business philosophy, a business concept, which includes a large number of processes. Marketing is social and management process, by which individuals and groups get what they need and want, through the creation, offer and free exchange of products and services of value. (Kotler, Ph., 2000, 2017) Digital marketing represents one upgrade of the previous marketing concept, through the application of digital technologies and media. Just as a company s marketing goals derived from business goals, digital marketing goals derived from marketing goals, Based on the goals, an online performance strategy is developed, online value proposition and a way of differentiation in the online environment are defined. Artificial intelligence (AI) is the ability of a computer or computer – controlled robot to perform tasks normally associated with intelligent beings. AI refers to the simulation of human intelligence through machines that are programmed to think like humans and mimic their actions. The term can also be applied to any machine that exhibits traits associated with the human mind, such as learning and problem solving.Downloads
References
1. Avakumović, J., Avakumović, J., Menadžment proizvoda, VTŠSS, Beograd, 2016.
2. Avakumović, J., et al. Strategijski marketing, PEP, Beograd, 2014.
3. Caliskan, A., Özkan Özen, Y. D., & Ozturkoglu, Y. (2021). Digital transformation of traditional marketing business model in new industry era. Journal of Enterprise Information Management, 34(4), 1252-1273.
4. Chen, Y. (2023). Comparing content marketing strategies of digital brands using machine learning. Humanities and Social Sciences Communications, 10(1), 1-18.
5. Etim, G. S., James, E. E., Nnana, A. N., & Okeowo, V. O. (2021). E-marketing strategies and performance of small and medium-sized enterprises: A newnormal agenda. Journal of Business and Management Studies, 3(2), 162- 172.
6. Filipović, J., Digitalni marketing, Ekonomski fakultet, Beograd, 2024.
7. Gao, Y., Wu, L., Shin, J., & Mattila, A. S. (2020). Visual design, message content, and benefit type: the case of a cause-related marketing campaign. Journal of Hospitality & Tourism Research, 44(5), 761-779.
8. Gavrilović, D., Stojanović, M., & Milenković, I. (2011). Savremeno poslovanje podržano informacionim tehnologijama i upravljanje rizikom.
9. Geng, R., Wang, S., Chen, X., Song, D., & Yu, J. (2020). Content marketing in ecommerce platforms in the internet celebrity economy. Industrial Management & Data Systems, 120(3), 464-485.
10. Haudi, H., Rahadjeng, E., Santamoko, R., Putra, R., Purwoko, D., Nurjannah, D., ... & Purwanto, A. (2022). The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era. Uncertain Supply Chain Management, 10(1), 217- 224.
11. Ho, J., Pang, C., & Choy, C. (2020). Content marketing capability building: a conceptual framework. Journal of Research in Interactive Marketing, 14(1), 133- 151
12. Hossain, H. (2023, October 8). What are the fundamental elements of a digital marketing strategy?
13. Koob, C. (2021). Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective. PloS one, 16(4)
14. Kotler, P., & Armstrong., K. (2017). Principles of Marketing (17 ed.). Pearson Education: Essex, England.
15. Labanauskaite, D., Fiore, M., & Stašys, R. (2020). Use of E-marketing tools as communication management in the tourism industry. Tourism Management Perspectives, 34.
16. Lee, H., & Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332-341.
17. Li, M. W., Teng, H. Y., & Chen, C. Y. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44, 184-192.
18. Páramo, Á. J. L., García, Á. H., & Peláez, J. C. (2021). Modelling e-mail marketing effectiveness–An approach based on the theory of hierarchy-of-effects. Cuadernos de gestión, 21(1), 19-27.
19. Santos, Z. R., Cheung, C. M., Coelho, P. S., & Rita, P. (2022). Consumer engagement in social media brand communities: A literature review. International Journal of Information Management, 63,
20. Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102.
21. Sutherland, M. (2020). Advertising and the mind of the consumer: what works, what doesn't and why. Routledge.
22. Tillberg, E., Marbach, P., & Mazumdar, R. (2020). Optimal bidding strategies for online Ad auctions with overlapping targeting criteria. Proceedings of the ACM on Measurement and Analysis of Computing Systems, 4(2), 1-55.
23. Tourani, N. (2022). Thriving in a shifting landscape: Role of social media in support of business strategy. Asia Pacific Management Review, 27(4), 276-281.
24. Veleva, S. S., & Tsvetanova, A. I. (2020, September). Characteristics of the digital marketing advantages and disadvantages. In IOP Conference Series: Materials Science and Engineering (Vol. 940, No. 1.
25. Vikarchuk, O., & Yushkevych, O. (2021). Features of modern tools of internet marketing. Economics. Management. Innovations, 2(29).
26. Zhang, J. Z., & Watson IV, G. F. (2020). Marketing ecosystem: An outside-in view for sustainable advantage. Industrial Marketing Management, 88, 287-304.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Julija Avakumović, Jelena Avakumović (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
