THE INFLUENCE OF DIGITAL MEDIA ON MODERN BUSINESS

Abstract

The modern era is shaped by intense competition and demanding consumers, which is why
companies abandon traditional communication methods and focus on digital media imposed by the
development of information technologies. The presence of the company on the Internet is not a
goal, but something that is taken for granted. The attention of the management of a successful
company is focused on interactive content, which is created by the wider social community, not
just the company. In this way, the company quickly and easily obtains information about the
market in which it operates, the behaviour of consumers who use or want to use their products and
services, creates campaigns that spread virally, blogs, communicates two-way with consumers,
promotes its values and way of doing business . The research goal of this paper is an analysis of
how digital media influence modern business. The results of empirical research have shown that
the effective use of digital media in modern business directly contributes to better positioning and
differentiation of the company on the market and leads to a greater degree of consumer loyalty and
achieving a competitive advantage.