Digital marketing and managers upgrading skills to fit in the new era

It is an undeniable fact that the global economic crisis and recession have caused rapid, structural changes in the hierarchical pyramid of enterprises and solutions are being sought to recover the sales of each company's products. Moreover, it goes without saying that the historical time keeps speeding up. More specifically, the rapid development of technology highlights issues of techniques for the promotion of products and services. Consumers are no longer content with conventional promotions of products and services. Stereotypes of marketing techniques are enriched by technological means and many businesses are spearheading digital marketing. However, each company has its own digital footprint in the electronic environment as "[...] it is now inconceivable for a company, from the smallest to the largest brand, not to have a presence on the internet." (Panigyrakis, 2016, 179). Based on these changes, there are a lot of arising issues and challenges faced by businesses, marketing executives and consumers themselves. The paper discusses the theoretical background of digital marketing and the challenges arisen and faced by managers.