Trends in Digital Marketing as an Innovative Tool for Enterprise Management

Abstract

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.

Media Planning as a Necessary Condition for Increasing the Efficiency of Business Structures’ Digital Marketing Activities

“…Digital marketing is characterized by significant advantages over traditional marketing, as it [2]: ▪ reduces irrational costs; ▪ adapts to new technologies; ▪ more accurately covers the target audience.…”

Особливості Формування Маркетингової Стратегії Підприємства В Умовах Цифровізації

“…Дослідженням впливу цифрового маркетингу на просування товарів і послуг приділяли увагу як українські, так і зарубіжні науковці. Серед них можна виокремити М. Сторма, А. Савицького [19], А. Чарльзворта, О. Марчука, О. Уголькову [22], Е. Пафітіса, Н. Гілліленда, А. Гонсалеса, О. Бєлікову [1]. Також можна додати таких вченних, як: Є. Венгер [2], О. Гуменна [10], О. Карпіщенко, Ю. Логінова [11], М. Окландер, O. Романенко [15], С. Полях [16], В. Рубан [18], А. Сохецька [20], які у своїх роботах досліджували поняття цифрового маркетингу.…”

Evolving Trends in Digital Marketing: A Comprehensive Review

“…Belikova et al investigate trends in digital marketing, viewing them as an innovative tool for enterprise management. Their research emphasizes the role of digital marketing in driving innovation and transformation within organizations [4].…”