Digital Promotion as Solution for Integrated Marketing Communication in Business

Santa Bormane, Anda Batraga

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


The increasing development of integrated marketing communications, based on the use of the Internet in communication with consumers, the growth of technologies, changes in the form and nature of communication and other trends, enhances the role of digital marketing. The article presents the integrated marketing communications which businesses apply in their marketing strategy and which nowadays require modifications in management. Particular attention is devoted to digital promotion in integrated marketing
communication usable as a tool for raising the level of customer attraction and loyalty. The goal of the research was to assess integrated marketing communications in the context of digital promotion. The research confirmed the initial hypothesis that the use of integrated marketing communications in digital promotion raises the level of consumer involvement and facilitates the exchange of information. There have been conclusions and proposals drawn up based on the results. The study is based on scientific literature and the following quantitative and qualitative methods were used to accomplish the goals and objectives: interrogative, comparative, grouping, graphical, evaluative and descriptive. As part of the research, a poll of leading specialists from Latvian food retail chains was conducted in 2017.
Original languageEnglish
Title of host publication19th International Scientific Conference "Economic Science for Rural Development"
Subtitle of host publicationProceedings
Place of PublicationJelgava
PublisherLatvia University of Life Sciences and Technologies
ISBN (Electronic)978-9984-48-293-4
Publication statusPublished - 2018
Externally publishedYes
Event19th International Conference "Economic Science for Rural Development" - Jelgava, Latvia
Duration: 9 May 201811 May 2018
Conference number: 19

Publication series

NameEconomic Science for Rural Development
ISSN (Print)1691-3078


Conference19th International Conference "Economic Science for Rural Development"
Internet address


  • digital promotion
  • sustainable marketing

Field of Science*

  • 5.2 Economy and Business

Publication Type*

  • 3.1. Articles or chapters in proceedings/scientific books indexed in Web of Science and/or Scopus database


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