Digital Marketing: Key Strategy in Global Economy

Abstract

The paper analyses the importance of digital marketing at the global market. The aim of the paper is to show the importance of digital marketing for modern organizations who are operating at Georgian and international market. Also, how digital marketing is able to influence decision making process and how it can affect buying decision. The paper also includes research, that shows how digital marketing can affect the decision making process. Moreover, the international practice is shown according to the survey conducted by “PwC Total Retail Report”. For better understanding and proper evaluation of digital marketing the case of TeliaSonera Company is discussed, the paper analyses the net sales and net incomes of the company during 2002-2017 years.