Characteristics of the digital marketing advantages and disadvantages

Abstract Digital marketing is an integral part of the process of digital business transformation. It incorporates new marketing techniques that are based on information and communication technologies. For this reason, its application in practice is a prerequisite for the successful development of the business in the contemporary market conditions. The object of this paper is the digital marketing and the subject is the digital marketing advantages and disadvantages. The first purpose of this paper is to systemize the various terms for digital marketing used in the specialized literature and the Internet and to show the differences between them. The second is to present the characteristics of the main advantages and disadvantages of digital marketing. Knowing them in depth, companies will be able to develop effective digital marketing strategies that have high potential to achieve company goals and at the same time are suitable to their profile. Thereby, they will be able to determine to what extent and which tools of the whole digital marketing palette are best suited to their marketing activities.