Usage of digital campaigns in international relations and international negotiations

Executive summary
Digital campaigns are an inseparable part of every successful commercial company in today’s world. However, all the tools that marketers are using for commercial companies are starting to migrate to the field of international relations. Digital marketing campaigns are transforming regular diplomacy and negotiations into digital diplomacy. Many countries and leaders around the world are incorporating the use of such campaigns to promote their ideas and influence to their regions, to other nations and to the world in general. Such tools as social media, digital technologies and online communication are taking a new shape in international relations and negotiations.

They are becoming a powerful device when it comes to helping countries to spread their diplomacy around the world. This text will analyze how nations around the world are using digital campaigns in international relations and negotiations. Concrete examples of successes and failures will be shown. It will help to understand what works, what does not and what has to be changed for the future. Many ideas related to the use of digital diplomacy in international relations will be discussed.

Possibilities for improvements will also be presented as there is still a lot to be learned in this very new field.