Digital Marketing is a Determining Factor of Business Competitiveness

Abstract

In a global economy, it is vital to expand basic knowledge about the economic development trends, determinants and process of business competitiveness. Information technologies, including the Internet, have changed people's lives, relationships and, consequently, business. In today's conditions, competition is increasing, innovative products are being created, which confronts the economy and business with new challenges. The Internet has also brought to the market a large number of products that were previously only intended for the local market.

Marketing strategies and their implementation have undergone incredible changes. Advances in technology, especially the Internet, have had a profound impact on buyers and the marketers who work for them (who work for the buyers???). To succeed, and in many cases survive, in the digital age, marketers must rethink their strategies and adapt to today's new environment. There is still a lot to be done for the development of the digital economy in Georgia, in particular, it is important to align its legislation closer to that of the European Union in a timely manner, as well as to maintain the relevant infrastructure. Effective use of marketing opportunities and digital marketing are essential for businesses’ competitiveness.