MODERN ASPECTS OF ADVERTISING IN DIGITAL MARKETING ENVIRONMENT

Abstract

The subject of the research in this paper is modern advertising in the digital marketing environment, where we explore and explain the importance, types and directions of advertising in the faster development of society and the changes which occur in the continuous development of the digital environment. The aim of the research is to determine how, by using digital technology, in the best possible way marketing reaches the target consumer group as the ultimate goal of promotion and branding, and at the end results in increasing in sales of products and services. The results of the research confirmed the hypothesis that global trends in the expansion of modern technologies did not bypass advertising in the marketing of tourist organizations that develop their services / products in modern advertising by using digital technologies. Thus, the paper analyzes and presents the comparison of modern aspects of advertising in the digital marketing environment of the Tourist Organization of Trebinje and the Tourist Organization of Banja Luka.