e-marketing

Purpose – The purpose of the article is to study the evolution of digital marketing through the study of approaches to the interpretation of the categorical and conceptual apparatus; systematization of the distinctive characteristics of traditional marketing, internet marketing and digital marketing. The authors hypothetically suggest that digital marketing is the highest form of evolution of internet marketing and traditional (classical) marketing.

Growing popularity of social services and mobile internet influenced information exchange – people have a possibility of sharing content in a real time with unlimited number of internet users. It has its consequences for marketing communication. The consumers share their opinions concerning products, brands and services, upload information about novelties, spread pictures and movies within short time. The theoretical aspects of user-generated content and examples of its positive and negative influence on marketing communication will be disсribed in this article.