DIGITAL MARKETING AS INNOVATIVE MARKETING TECHNOLOGY

This paper aims to analyse digital marketing as a part of innovative marketing strategy and to find the most successful ways of using it. The authors present the relationship between the innovative marketing and digital marketing and how they affect each other. Some of the most common mistakes of the digital marketing are discussed in this paper. This paper consists of theoretical review of digital marketing's role in innovative marketing strategies, review of digital marketing trends and an empirical research. In the empirical research a survey among 404 citizens of Latvia is conducted to determine the most effective digital marketing approaches. Practical examples of digital marketing implementation as a part of innovative marketing strategy and existing digital marketing solutions that could be used in innovative marketing are discussed. This paper discusses how different ways of using digital marketing may have different effects on the audience, as well that the most expensive tools are not necessarily the most effective.