Title:	Digital marketing and its relation to the business
Authors:	Matoušková, Dana
Citation:	ŠLECHTOVÁ SOJKOVÁ, O. (ed.) Trendy v podnikání 2022, Plzeň 2023, s. 192-205.
Issue Date:	2022
Publisher:	Faculty of Economics University of West Bohemia
Document type:	konferenční příspěvek conferenceObject
URI:	http://hdl.handle.net/11025/54512
ISBN:	978-80-261-1129-0
Keywords:	podnikání;digitální marketing;digitální strategie;pandemie;marketing ve vyhledávačích;sociální média
Keywords in different language:	business;digital marketing;digital strategy;pandemic;search engine marketing;social media
Abstract in different language:	This paper is a descriptive literature review of digital marketing in business. Firstly, a theoretical overview including the definition of digital marketing and a brief history of its development in the business sector was presented. It was established that digital marketing has become a crucial tool for businesses in order to remain competitive. Afterwards, the inclusion of a digital marketing strategy within a business strategy was studied. A thorough market analysis was found to be essential as a first step in this direction. This would naturally result in a wholesome digital marketing strategy that goes with the vision of the company. Thirdly, the impact of the COVID pandemic on using of digital marketing tools was examined. It was found that the pandemic actually had a positive impact on accelerating the adoption of digital marketing by businesses.
Rights:	© Authors of papers
Appears in Collections:	Trendy v podnikání 2022 Trendy v podnikání 2022

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