Resumen

GARCIA-MACHADO, Elena  y  LEON-SANTOS, Magda. Evolution or expansion? From Traditional Marketing to Digital Marketing. ARCIC [online]. 2021, vol.10, n.26, pp. 37-52.  Epub 01-Ago-2021. ISSN 2411-9970.

This articles aims to investigate the appropriation of marketing over digital environments and de features it adopts on this new element. It analyses the key differences between the traditional marketing and the digital one, according to the evolution in the use of social media and the interactions with users and clients. It also sees the impact on the professional field of marketing, that the creation of new activities and arising level of expertise necessary to its compliance gave place to the establishment of new professional roles. It refers as well to some unquestionable benefits of digital marketing that have made of this activity a strategic one for every organization.

Palabras clave : marketing; digital marketing; evolution; traditional marketing.

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