DEVELOPMENT OF A DIGITAL MARKETING PLAN
DOI:
https://doi.org/10.24867/20GI11MilanovicKeywords:
digital marketing, SOSTAC process, STP process, digital marketing planAbstract
The development of new technologies and the Internet, as well as their application, have led to various changes both in people's daily lives and the field of business. In order to be competitive in the market, companies must find ways to build a relationship with customers, but also to keep them as loyal consumers. Marketing is a field of management that focuses on consumers and the relationship with them. As people today communicate and get information mostly on the Internet, but also on social networks, digital marketing is improving day by day. The subject of research of this paper is the process of creating a digital marketing plan for Risus Orthodontics from Novi Sad. The digital marketing plan was created according to the SOSTAC process. A situational analysis was conducted, and based on the results obtained in the same, the goal of the plan, strategy, tactics, method of implementation, and control of the plan were determined.
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