Content area
Full Text
Abstract: Modern companies apply new marketing strategies and practices to offer products / services of value according to specific requirements of consumers / users of the digital economy. To this end, they improve their skills in market segmentation, their choice of market segments and positioning. This way a superior satisfaction of consumer requirements included in each segment will be ensured and that will lead to the development of consumers' loyalty who are engaged in repeated purchases; it will also lead to the growth in spiral of the profit.
Key words: digital age, digital economy, costumers, products, services, suppliers.
General approaches
Nowadays a number of organizational goals are achieved through marketing that depend on knowing the needs and wants of the target markets of companies and delivering the desired satisfactions better than competitors do.
According to Philip Kotler, marketing is a social and managerial process by which individuals and groups obtain what they need and want by way of creating and exchanging products and value with others1.
Marketing is also the process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return. For this purpose, a marketing system consists of all the actors (suppliers, company, competitors, intermediaries, and end users - as reflected in Figure 1) in connection with major environmental forces: Demographic; Economic; Physical; Technological; Political-legal; Socio-cultural2.
Recent technology has had a major impact on the ways in which marketers connect with and bring value to their customers. Thus, connections between firms and customers are allowed anytime, anywhere through the internet.
Nowadays, companies operate in a multidimensional environment of market conduct in order to achieve the projected turnover by reducing costs and by making full use of information relating to customers. In order to implement efficient e-marketing principles, companies quickly connect to digital markets.
The value offered to customers and their loyalty
The facilities of the digital era determine a radical change in business philosophy because of the new capacities of companies and firms. In these circumstances, the market conduct of companies is no longer product focused, but customer focused. They became aware that it is better to have customers than products, factories or equipments. Companies begin to see the customers not...