E3S Web Conf.
Volume 135, 2019Innovative Technologies in Environmental Science and Education (ITESE-2019)
|Number of page(s)||7|
|Section||Environmental Planning and Environmental Education|
|Published online||04 December 2019|
Impact of digital marketing development on entrepreneurship
Al-Farabi Kazakh National University, 050040, Almaty, Kazakhstan
2 Kazakh Innovative Humanitarian-Juridical University, 11, Mangilik el str, Semey, Kazakhstan
* Corresponding author: firstname.lastname@example.org
The article discusses the impact of digital marketing on modern entrepreneurship, as well as the main tasks in the formation of the business structure. Predictions of rising consumer power in the digital age leading up to the turn of the century were bolstered by the advent of the Internet and then reignited by social media. Changes in consumer behavior require firms to rethink their marketing strategies in the digital sphere. Currently, much of the related research focuses more on the client than the firm. This study uses the firm’s perspective to facilitate understanding of digital marketing and the use of social media, as well as its benefits and inhibitors. The second generation of Internet applications enhances marketing efforts by allowing firms to introduce innovative forms of communication and co-create content with their customers. Firms ’ participation in digital marketing can be classified according to the perceived benefits and uses of digital marketing. To improve engagement with digital marketing, marketers need to focus on relationship-based interactions with their customers. This article demonstrates how some firms are already achieving just that.
© The Authors, published by EDP Sciences, 2019
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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