New Marketing Aspects in the Digital Economy

Since the 1950s, information technology, and later digital technology, has been steadily entering the business environment. The evolution of databases, telecommunications, predictive analytics emerged as the economic value of information was recognized in connection with business success and new management opportunities. Today, the digital transformation of the economy is being discussed increasingly, thus, determining the need to identify the nature of these changes, new market opportunities, and constraints. The article provides an overview of technological trends, which, according to analysts of leading consulting companies, have the strongest impact on both business and marketing. The extent to which digital technologies are used in marketing is assessed, and the digital preferences and expectations of professional marketers are identified. The authors conclude that digitalization processes show a steady upward trend, covering all key marketing functions and influencing changes in consumer behavior through the acquisition of digital habits and new experiences.