Digital marketing communications in the function of creating competitive advantages in the market

Abstract

The paper presents a survey aimed at determining the influence of digital marketing communications on the creation of competitive advantages in the market. The results of the survey show that there are statistically significant relationships between the variables of digital marketing communications and the variables of sales promotion and customer relationships. Correlation analysis found that the level and quality of digital marketing activities have the greatest impact on variable positioning and differentiating products/services and strengthening the brand, Factor analysis has shown two-component solution, where first component gathers variables of the level and quality of digital marketing communications and the positioning and differentiating products/services, and other component gathers variables related to the consumer and the training of digital marketing staff, and a strong correlation was established between these two components. This research confirms the importance of digital marketing communications in the improvement of business and competitiveness, where the focus is on the competence and training of employees to perform higher quality digital marketing activities which put into the forefront the needs and demands of digital consumers.

Keywords

• digital marketing communications
• positioning and differentiating products/services
• strengthening the brand
• competence and training of employees
• digital consumers