Digital Marketing Insights and Opportunities in Kosovo

  • MBA. Besfort Ahmeti University of Prizren "Ukshin Hoti"
Keywords: Marketing, digital, opportunities, Kosovo,


In recent decades, we have witnessed an ever increasing concentration of companies towards the consumer. This has come as a result of various factors, of which an important one has been the digital revolution, which has empowered consumers by giving them access to information and access to one another on a global scale. In an attempt by companies to adapt to this customer empowerment in order to achieve a greater profitability by better serving customers, digital marketing was born. Digital marketing includes various methods of achieving marketing goals by using digital tools, including: search marketing, social media marketing, email marketing, mobile marketing, content marketing, etc. While digital marketing has proven to be very successful in developed countries around the world, in Kosovo it does not have a significant presence. Either way, the development opportunities of this field in Kosovo are plenty. In Kosovo, the percentage of internet users is quite large. This means that there is an almost unexploited market online. The main reasons why digital marketing can succeed in Kosovo are: low cost compared to traditional marketing (TV, radio, billboard, etc.), a positive attitude of businesses towards digitalization, a large number of potential customers, and an emphasized need for professionals in this field.


Carpenter, Gregory. "Power Shift: The Rise of the Consumer-focused Enterprise in the Digital Age." Kellogg School of Management., 2013.

Green, Hannah. "Traditional vs. Digital Marketing: What Works Best?" Digital Marketing Magazine. Digital Marketing Magazine, 3 Qershor 2015.

Chaffey, Dave. "Digital Marketing Statistics 2015." Smart Insights. Smart Insights, 6 Janar 2015.

KPM. "Analiza e Tregut të Reklamës në Kosovë." Komisioni i Pavarur për Media. Komisioni i Pavarur për Media, Shtator 2013.

Media Buying. "Digital Ad Spending Worldwide to Hit $137.53 Billion in 2014." EMarketer. EMarketer, Prill 2014.

STIKK. "Internet Penetration and Usage in Kosovo." STIKK. STIKK - Kosovo Association of Information and Communication Technology, Gusht 2013.

Stokes, Rob. EMarketing - The Essential Guide to Digital Marketing. 5th Edition ed. N.p. Quirk EMarketing, 2011.

The Direct Marketing Association. "Digital Tracking Study." The Direct Marketing Association, May 2010. Web. 1 Feb. 2014.

Original Research Articles