IMPLEMENTATION OF DIGITAL MARKETING STRATEGY IN THE INNOVATIVE COMPANY UBER
Authors: Anđelković Tiana , Stanković Milica , Mrdak Gordana 
Published: February 2024

Today's market is characterized by the generally present trend of globalization, and consequently there are also other trends such as internationalization, digitalization, increasing uncertainty. The competitive race is extremely fierce, so much so that those who fail to meet the demands of consumers are quickly out of the game. The life cycle of products is getting shorter and shorter, which means that the distribution channels must also be shorter to reach the end consumers on time. Fewer and fewer people go to travel agencies to inquire about travel arrangements, and fewer people make decisions based on the prospectus viewed in the office. The situation is similar with the purchase of smart devices, home appliances, booking a ride, buying plane tickets, clothing, ordering food. Buyers will increasingly open websites or applications that have the same or similar offer (it is a digital offer of different competitors) to compare prices, benefits, and what that product entails and includes. Information is the number one resource on the demand side, but also on the supply side. Therefore, it is not surprising that companies that do not follow trends and do not implement innovations in their activities easily lose their position on the market in global business conditions. It is necessary to modernize all activities and processes in the company, including the marketing strategy. Before the emergence of digital marketing, marketing activities were quite expensive, so they were a feature of large successful companies that could afford them. On the other hand, digitalization has led to the modernization of activities in the company, and by simply using the Internet and various applications, company managers can achieve the same or even better results, but with less investments. Digital marketing campaigns are more favorable than traditional marketing, which allows companies to carry out marketing activities more than ever and increase their performance based on them. Another reason for implementing a digital marketing strategy in the business of a modern company is the growing number of Internet users. Almost 70% of the world's population uses the Internet every day, while in America that percentage is even higher. A huge number of people who use the Internet use social networks and different applications every day. This means that the number of people following a company's marketing campaigns is increasing day by day, and those campaigns are becoming cheaper considering the increasing number of people using social networks and the Internet. One of the companies that bases its business exclusively on the basics of digitization is Uber. Uber is a company that has been around for 14 years. It was created as a startup company, and today it is present in more than 70 countries of the world and has a huge number of users. The aim of this paper is to point out the importance of implementing a digital marketing strategy in the company's operations, but also to point out all the benefits of its implementation, referring to the business model of the company Uber.