The article considers the features of digital marketing in modern business conditions. Channels and basic methods of digital marketing are given. Among the trends of 2018-2019 are online video, native advertising, personalized content, smart advertising with big data, community development. The components that include digital marketing (content, design, statistics) are identified. The advantages of digital marketing in enterprise management are determined. The volume of digital advertising of the advertising and communication market of Ukraine is investigated. The necessity of development of marketing Internet technologies of promotion of goods and services as a hybrid technology in the conditions of development of information society is substantiated. The essence of digital marketing as a targeted and interactive marketing of goods and services, which uses digital technologies to attract potential customers and retain them as consumers, is clarified. The main marketing processes that are implemented using digital marketing technologies, which include marketing research on the Internet, marketing communications on the Internet and promotion and marketing of products over the Internet.
The aim of the article is to study the investment cooperation and production cooperation of Ukraine with the countries of the European Union in the context of global integration processes. In the process of research the following general scientific and applied research methods were used: analysis and synthesis, deduction and induction — in the process of choosing environmental factors that affect the investment activity of machine-building enterprises; systematization and generalization — in the process of conducting export-import operations of Ukraine with EU countries; monographic methods — for in-depth study of the tasks; abstract-logical methods — for theoretical generalization of research results and formulation of conclusions and proposals. An approach to the analysis of investment cooperation and production cooperation of Ukraine and the EU in the context of global integration processes based on the use of PEST-analysis of external factors affecting the activities of machine-building enterprises and SWOT-analysis of competitive advantages of machine-building enterprises of Ukraine, which identifies strengths and weaknesses of the internal environment in relation to the opportunities and threats of the external environment and to suggest potential directions for the development of their foreign economic activity in the context of European integration. The practical significance lies in the development of proposals to minimize the negative impact of external factors of enterprises, including reorientation to the production of high-tech and innovative products, changes in tax policy, public administration, as well as accelerating the modernization of fixed assets, stimulating innovation and promoting high-tech products, which will increase the level of competitiveness of machine-building enterprises, both domestically and in the foreign market. Originality lies in substantiating the structural elements of the approach to the analysis of investment cooperation and production cooperation between Ukraine and the EU in the context of global integration processes, which determine ways to minimize the negative impact of factors on the competitiveness of machine-building enterprises ensuring the re-equipment of many high-tech science-intensive industries.
Formulation of the problem. The current stage of development of the world economy is characterized by accelerated rates of scientific and technological progress and increasing intellectualization of the main factors of production. The development of a country and its level of competitiveness in the world market depends on the innovative activity of the subjects of the national economy. Nowadays, scientific knowledge and information resources are an important information and communication resource of the economy. The system of relations of modern society is turning in the direction of more efficient work with information.The social significance of any process is determined not only by the availability of resources, production conditions, capital or money, but also by the availability of information resources, scientific knowledge and information. Priorities in industrial relations are shifting to scientific knowledge and information. In modern economy, social significance depends on the information essence, that is, the awareness of the subject or the saturation of its information flows. Public and economic power is shifted not to the owners of tangible capital but to the owners of information that is educational about how to make the most of the wealth in today's economy. Today, the richest people in the world are those involved in the information business.Analysis of recent research and publications. The high degree of influence of information on modern socio-economic processes is emphasized by many researchers. Information economy in a narrow sense means "the aggregate of industries related to information production and logistics of this process" [1, p. 74]. In the broad sense of IE, it is seen as a component of IP, in which "socio-economic development depends, first of all, on the production, storage and dissemination of information among members of society" [2, p. 35], and productivity gains in the "new" economy, in turn, are driven by technological advances in information processing and transmission. Considerable contribution to the research of problems of innovative activity was made by such domestic and foreign scientists as
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