Effects of digital marketing implementation from the customer's perspective in companies of the textile and clothing industry

Abstract

Being competitive today means, above all, increasing investment in research and fast and efficient implementation of new technologies (primarily ICT), which enable the automation of business processes and the reduction of total costs, as well as new products and new markets, along with the optimization of business processes and rationalization of costs. Otherwise, by implementing innovative ICT systems and e-business models, whose infrastructure is based on the implementation of ICT or internet technologies (web, cloud computing, internet of things, big data, ubiquitous computing, etc.), companies can achieve a significant competitive advantage and take the lead market positions. This means that e-business has a positive effect on the development of entrepreneurship, while from the customer's point of view it enables more efficient business, easier shopping and communication with sellers and service providers (regardless of time, place or context). One of the segments of efficient e-business and strengthening concurrency is the accelerated, high-quality and efficient implementation of information systems - IS, primarily production (CAD and CAM), but also service, such as IS marketing, sales or supply. The influence and effects of digital marketing have a double effect, so they are generally treated as dual in nature or two-way, and relevant research into the importance of digital marketing in the efficient operations of companies, implies an in-depth situational analysis from two aspects - from the aspect of the producer or service provider and from the aspect of the user or consumer.The work is an explanation of the types, ways and effects of the implementation of the digital marketing system, as well as its possibilities, advantages and disadvantages in the business of textile and clothing industry companies, but also an explanation of the analytical-synthetic perception through the prism of the results of the survey on digital marketing from the customer's point of view.