Analyisis of digital marketing and branding for the purpose of understanding the consumers in digital age

Abstract

Abstract. The changes have brought us a new age -"the digital age" and this age has brought us some new challenges that seek to solve the problems of organization in a new way. The digital age, as far as branding is concerned, has brought many advantages to the organization and it can be an extremely valuable marketing tool, but only if the organization manages to gain a positive relationship between the brand and consumers and if it has a proportional advantage in comparison to its opponents; because, on the other hand, besides all advantages it brings us, the digital age can set up many traps. This paper is about the current situation in the global market and pays our attention to some segments of business which are important in digital age for subsistence and the success of an organization. It presents the current awareness of consumers and their way of thinking and acting. The purpose of this paper is to point out conceptual frameworks of branding in Internet form, to show how those frameworks can help marketing planners by organizing and integrating the existing knowledge in development of successful strategies of branding on the Internet. A real example of one of the leading global brands that succeeded to win the challenges of the digital age will be presented in this paper.

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“…Organizations often have a typical way of communication, create, and convey an unusual and clearly impeccable message that is given to the consumer. With the advent of advanced innovation and the computerized era, the changing state of mind and attention of shoppers is recognized with conventional media, and the younger cutting-edge era is implementing advanced media as the latest strategy and shopping(Borić et al, 2016) .The cutting-edge exhibits show trade actions that connect generations with such utilization as to satisfy the desires of the people who appear in advertising as demand in a productive way. But nowadays, buyers have an infinite amount of information on their transfers.…”