Participation of Digital Promotion in the Promotional Mix of Small Enterprises

Abstract

The digital revolution places the imperative of accepting the fact that all spheres of business must be modernized. As the core of all functions in the company changes, the marketing function changes. The marketing mix of companies is changing in terms of using digital technologies to implement marketing strategies. In addition to innovation in the domain of creating products, price construction and distribution channels, promotion is also being innovated. Communication of product offers to customers requires a modern approach that will be compatible with the turbulent time in which business is currently taking place. Consumers are turning more and more to modern technologies, and the increasingly popular digital media is the way to reach a modern consumer. In this sense, alongside traditional promotion, the company uses digital promotion as a way of its overall performance in promoting its offer. Among other things, the use of digital promotion channels depends on the size of the company. The subject of paper is the usage of digital promotion in small enterprises in the Brčko District of Bosnia and Herzegovina. The aim of the paper is to examine participation and significance of digital promotion in the overall promotion of small enterprises of the Brčko District of Bosnia and Herzegovina and to determine the degree of usefulness and satisfaction based on the use of digital promotion by the mentioned enterprises.