DIGITAL MARKETING ACTIVITIES AS A FACTOR IN CREATING

DIGITAL MARKETING ACTIVITIES AS A FACTOR IN CREATING COMPETITIVE ADVANTAGE Milena Cvjetković College of Academic Studies, ”Dositej”, Belgrade Milovan Cvjetković Technical school, Belgrade Zoran Jovanović College of Academic Studies, ”Dositej”, Belgrade

ABSTRACT • The modern consumer is becoming aware of their power in terms of engagement, value creation and control over communications. Enterprises need to see the power of consumers in the digital era as an opportunity to gain a competitive edge in the market, through value creation and experience with consumers. • The paper deals with the analysis and capabilities of the company through digital marketing activities to provide consumers with quality digital content, which will provide better positioning and differentiation of products in the market, and thus create opportunities for creating competitive advantage. • The use of digital technology radically transforms the business model, generating new revenue streams, encourage innovation, change of thinking of employees and orientation towards constant changes.

DIGITAL MARKETING AND COMPETITIVE ADVANTAGE • The highest expected growth rate recorded mobile advertising, with the participation of as many as 62, 5% of total expenditure in digital advertising • Data from the statistical digital market show that the total value of the market of electronic commerce for consumer goods increased by 16% during 2018. • The survey showed that more than 90% of brands present on Facebook. On Twitter is present 85%, and on You. Tube 73%. • The primary benefit of social media marketers greater visibility of the company, which is considered 89% of the companies surveyed, increased turnover 75%, better knowledge of the market 69%, while gaining loyal customers 65%. • The most common use of 's social networks for marketing research mostly related to monitoring campaign 60%, trend analysis 48%, competitive analysis 40% and customer care 36%.

CONCLUSION • The basics of positioning and differentiation in digital marketing, which focus are consumers or competitors have common creating value with customers and creating experience with online community and individuals. • Quality digital content represents the way in which companies do win a larger number of users, to better position and differentiate their products and services on the market, and thus create the conditions for creating a competitive advantage. • Managers of successful companies have recognized this and are willing to invest resources and train their employees to take advantage of digital marketing communications to create loyal customers who are a key source of competitive advantage in the market.