@article{madan2022current,
  title = {Current Trends in Digital Marketing Communication},
  author = {Angela MADAN and Mihai Ioan Rosca},
  year = 2022,
  url = {https://ibimapublishing.com/articles/JMRCS/2022/981169/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = 2022,
  pages = 13,
  doi = 10.5171/2022.981169,
  abstract = {In the 21st century, businesses and communicators have faced new challenges. In the era of modern technology, internationalization and globalization, marketing communication implements new tools, trends and opportunities. Internet and technological development have opened up the potential for two-way marketing communication and online as well as offline communications are required for companies. The research motivation is to understand and describe new marketing communication processes. The study’s methodology is exploratory research, for evaluating the implementation of modern trends in marketing communication and their role in business. The research is organized in three chapters. The first part of the study analyzes the impact of marketing communication. In the second part, a new approach of marketing communication is evaluated, while in the third part, worldwide trends in marketing communication are described. The dynamic expansion of technologies has left its mark on marketing communication, depending on the culture, and economic development of the countries, as well as the population’s acceptance of novelty. The main findings of the research are the following hypotheses: due to the transfer of marketing communication, companies need to adjust to modern market trends, while in a modern society, the marketing communication impact is an essential value. Companies need to implement new technologies in their marketing communication in order to be seen worldwide. The main implication of the article lies in describing new marketing communication processes during the expansion of technologies in different countries worldwide in the last decades. This article contributes to the marketing literature. New marketing trends come with opportunities and challenges during the emergence of new technologies.
JEL codes: M30, M31, M39},
  keywords = {marketing communication, digitalization, modern trends},
  note = Article ID: 981169
}