Улогата на е-маркетингот во услови на променета демографска структура на потрошувачите, со осврт на Р. Македонија

Globalization, development of information and communication technologies and other trends in the new millennium are changing the approach to consumers. From enterprises is more demanding, despite adapting on time to current needs and demands of consumers, and the ability for anticipating their future changes, especially in demographic structure, expressed through decreased natality and increased average life. In this regard, Internet is emerging as the newest and most important technology for understanding the needs of different demographic segments of customers and offering appropriate products and services. It’s appearance and use resulted in increased role of electronic marketing in relationship with consumers, enabling more direct, faster and more efficient communication between businesses and consumers. Although traditional media (television, print media) are still having big influence on buying decision, the impact of electronic media (social networks, websites) is growing, together with the development and use of the Internet as a medium for advertising and selling. In this paper, through tabular, graphic and computational examinations, will be presented the role of e-marketing in the changing demographic structure of the population, expressed through decreased natality and increased average life. Keywords: Internet, consumers, electronic sale, marketing, relationships, natality, life expectancy