PERSONALIZED MARKETING IN THE FUNCTION OF THE TOURIST DESTINATION IMPROVEMENT

Abstract

Trends in marketing are changing and adopting new technologies, but what always remains is good
content and relevant data. New knowledge, information and use of new tools are often crucial for
the success of a company. Modern business in the domain of personal marketing can no longer
be efficiently implemented without the use of new e-technologies. The application of Internet
technology implies radical changes in marketing (strategies, plans, programs, communication)
that have contributed to the development of personal marketing, and thus improved “face to face”
communication between bidders and consumers. The theoretical part of the paper refers to defining
the role and importance of personalized marketing in the function of improving the business,
especially from the aspect of approaching each customer or customer segment individually, as well
as the importance of applying social networks to marketing, as well as the specificities and benefits
of this type of marketing. The practical part in the focus has the research of the importance and
role of social networks in the implementation of personalized marketing, as well as in the process of
selecting a tourist destination. The practical part of the paper includes research through a specially
designed questionnaire, conducted on the territory of Montenegro, and provides information on
how important social networks are for selecting the tourist destination and the offer that a particular
destination. The aim of the paper is to draw attention to the importance of a good e-market strategy,
also, to the approach that gives the best results in advertising and the achievement of the results of
the tourist destination and its offer, sales, communication with consumers, establishment of longterm
relationships with consumers, which also affects improvement of the business of every tourist
company in general.