Digital Strategy as a New Phenomenon in Marketing Channels

Abstract

Focus of this research is implementation of the digital strategy of the marketing channel based on the Internet of things (IoT). The main objectives of paper are recognizing, analyzing and selecting the advantages of digitization that can contribute to the more efficient realization of all the functions of the marketing channel. The theoretical part of the research points to the importance of digitalization and the Internet of things in the business system activities. The relationship between internationalization and digitization of business functions was analyzed, and it was pointed out the different ways of implementing the Internet of Things in marketing channels. In the empirical part of the research, a survey was conducted on a sample of 30 managers of marketing channels on the effects of the implementation of the Internet of Things. The results showed a significant impact of the Internet of things on reducing channel costs, eliminating unnecessary gap (void) and the possibility of timely servicing consumers. On the basis of the obtained results, a regression model of the importance of introducing a digital strategy into marketing channels was defined. The practical significance of the research is reflected in the fact that the defined model can serve marketing channel managers to analyze optimization methods and undertake the necessary activities for more efficient implementation of the digitization process. Suggestions and suggestions for future research are listed in the paper.