MARKETING IN DIGITAL ERA

In the paper the author deals with a very hot issue - which is changes in marketing at present, in the era that could be called the digital era. He points out the fact that these changes occur primarily in connection with the use of new information and communication technologies. In the first chapter the author discusses the nature and importance of mobile marketing. He emphasizes the fact that technological changes, particularly the spread of the Internet, have a significant impact not only on consumers but also on marketers. Digital marketing is the fastest growing area of marketing, whereas its importance and status have been constantly growing. The interaction between social networking and marketing is the main theme of the third chapter. The fourth chapter consists of the description of current trends in marketing, where the author pointed to the holistic concept of marketing, content marketing and viral marketing. In conclusion, the author assessed a brief overview, as well as the access to digital marketing.