The paper presents a major part of the research work of a team of scientists under project No. KP-06-Н42/4, funded by the National Institute for Scientific Research, concerning the analysis, evaluation, and improvement of digital accessibility for people with disabilities. The research aims to support accessibility for people with severe or total vision loss, as well as understanding the problems they face, and the ways to overcome them. This includes offering a methodology for assessment, analysis and evaluation of accessibility tested on more than 100 sites and documents. Software programmes were also reviewed for accessibility. The paper also includes examples offering more adequate digital presentations of information to people with disabilities. Examples include a site with accessibility and QR codes, a training site and a system with appropriate digital representation and encoding of information.

Making the cultural and historical heritage of countries available and attractive to a broad public, including in a digital way, is a key to making it survive and be acknowledged and well-maintained in time. Researches and practices show that cultural objects, which are digitalized and promoted, are much more known, visited and attract better investments. Digital tools are more and more used – tools like video presentation, 3D models, interactive photos and video with objects, interactive presentations and games, online tours and life events in social media. Especially, after COVID-19 anti-epidemic measures were imposed, such digital and marketing methods of presentation and promotion became a necessity for museums, cultural institutions, events, festivals and other forms of cultural heritage, in order to continue their existence, work and reach to the public. The paper explores good practices and examples and a variety of media and marketing approaches and methods, which can be used for digital presenting and promotion of cultural heritage, historical objects, places and intangible cultural heritage. Keywords: Digital Marketing; Media; Cultural and Historical Heritage; Presentation; Promotion; Dissemination; Good Practices; Good Examples; Methods; Approaches; Digitalization

Businesses and institutions often need to monitor digital innovations and stay competitive and up-to-date. New digital media is developing and influencing the environment fast, raising also topics like accessibility, data storage and protection, automatic and artificial intelligence processes. Understanding and using better new digital media and tools for companies and society also includes processes such as management, measuring, evaluating and analysing the effectiveness and usefulness of brand marketing and presence in new digital media. The research shows results of survey among experts for using new digital media in marketing strategies of companies. The paper also presents basic facilitating metrics and measurement tools used in the training process of digital marketing specialists.

The paper describes what GDPR - General Data Protection Regulation is and why it matters for business, institutions and other legal entities, who need to collect personal data in order to provide and deliver services or products. They have to apply and describe to consumers’ principles and general rules to protect their data. Rules include reasons why personal data collection is necessary, transparency how and by who it will be used and stored and for how long, as well as safety measures to not be used by other third parties or for other purposes unless the consumer clearly agreed. The paper explores the necessity and awareness to provide personal data to sites, how people provide it, what rights and options there are to protect it and why. Online users and clients are now more aware and receiving information on how their personal data is used by sites and service providers online. Research results on how much people want and fear to share their personal data are also presented. The paper presents in detail GDPR rules, requirements and rights and practiced, as well as what is personal data and sensitive personal data and the different ways to process and protect it. The research also focuses on special personal data provided by people with disabilities in order to have accessibility on sites and use certain services. In the end, recommendations for sites with accessibility are presented, following GDPR protection requirements.