Challenges to digital marketing in multi-screen environment

Abstract

The development of information and communication technologies alters the habits and behavior of modern consumers, who are using increasingly a larger number of portable devices with an Internet connection. According to a number of studies, users spend more than seven hours a day, distributed across multiple screens, and the multi-screen
environment provides new challenges to digital marketing. Digital channels provide more ways to communicate with potential users and new opportunities for tracking user behavior, but at the same time they risk an intrusion into the privacy of the individual user. The article discusses the issues of digital marketing in social media, the role of visual content marketing to keep consumers' attention, the use of influencer marketing for message transmission, as well the impact on marketing after introduction of the EU Data Protection Regulation.