Digital marketing communication in the age of globalization

University of Pardubice, Faculty of Economics and Administration, Studentská 84, 532 10 Pardubice, Czech Republic

^* Corresponding author: renata.bilkova@upce.cz

Abstract

Research background: The marketing perception has changed dramatically in recent years. Evolution of digital shopping and information technology generate new challenges. Internet marketing and social media have a significant impact on the behavior of consumers, and businesses are forced to look into new ways to play a role in each stage of the consumer’s decision-making process. Nowadays marketing is concerned with understanding people’s motivations and using these insights to create content and campaigns that engage and gain the attention of relevant users in the global Internet marketplace.

Purpose of the article: Consumers use different research strategies when preparing to purchase a product. The purpose of this article is to demonstrate the importance and relevance stages of the mapping customer decision-making process for better user experience and to segment users on the basis of their current intention to purchase goods.

Methods: The research work is based mainly on the STDC framework, which is used for strategic and content planning in order to adapt ads to the decision-making phase in which the customer is located. For the purposes of the article and to obtain target information, a quantitative self-service questionnaire was created. The purpose of this questionnaire was to find out the steps in the selection of specific goods and the factors that influenced their final purchase.

Findings & Value added: The article has a practical focus on the recommendations for marketing communication which will attract more consumers and increase competitiveness, which is relevant especially in the context of globalization.