NEED OF KNOWLEDGE IN DIGITAL MARKETING IN ENTREPRENEURIAL ACTIVITY

Abstract

Digital marketing is essential for adapting business to the habits of modern technological society. It is a significant component of the overall marketing strategy of the business organizations and an important step in building a creative dialogue with the audience. Today more than ever, there is a need for a clear definition of behavioral patterns which raises the need to acquire and enhance the competences of modern entrepreneurs in using digital techniques to adapt their work to changes in consumer behavior. The main purpose of this article is to examine the opinion of young people and identify attitudes about the need to increase their knowledge in digital marketing. The research methods used in the article are analysis, synthesis, survey method, tabular and graphical methods, summary.