Archive Issue
International Interdisciplinary Scientific Journal "Expert"
Vol 1, No 1 (October - November) 2023
Vol 1, No 1 (October - November) 2023
ABSTRACT. The article considers digitization processes which have a significant impact on all spheres of economic and social life in recent decades and determine the need to transform marketing tools in a digital direction. The purpose of the article is to define the content and features of digital marketing and systematize its methods, tools and techniques for their effective application in the enterprise activities. The study of scientific assets in the field of digital marketing allowed to classify its features, modern methods and tools, to single out the most effective methods to apply them into enterprises activity and promoting goods to the market. The article defines that modern digital marketing uses five digital channels, and its advantages were given. We have also highlighted several effects that should be expected as new digital technologies are introduced in the field of marketing, including the extension of customer relationships, personalization, and improved quality and service. Digital marketing trends that should be taken into account in 2023-2024 are highlighted.
Keywords: digital marketing, digitization, promotion, features, methods, tools.
2. Prodius O.I., Donetskova V.A. (2022). Tools of digital marketing in comprehensive promotion. 1(19), Economic Journal Odessa Polytechnic University. URL: https://economics.net.ua/ejopu/2022/No1/56.pdf
3. Mushka D.V., Bondarenko V.M., Popadynets N.M. (2021) Essence and evolution of digital marketing. Regional Economics. 2(100). рр. 200-204.
4. Khaminich S.Y., Sokol P.M., Babich A.D. (2019). Digital marketing as a modern means of promoting goods and services. State and Regions. 6(111). рр. 46-50.
5. Senkovych Y.A. (2018). Development and implementation of blockchain technology in financial institutions' calculations. Ekonomika ta upravlinnia natsionalnym hospodarstvom. 2 (130). рр. 40-47. URL: http://ird.gov.ua/sep/sep20182(130)/sep20182(130)_040_SlobodaL,SenkovychYu.pdf
6. Gregory, G.D.; Ngo, L.V.; Karavdic, M. (2019). Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures. Ind. Mark. Manag. 78, рр. 146–157.
7. Kraus, S.; Palmer, C.; Kailer, N.; Kallinger, F.L.; Spitzer, J. (2018). Digital entrepreneurship: A research agenda on new business models for the twenty-first century. Int. J. Entrep. Behav. Res., 25, рр. 353–375.
8. Iansiti, M.; Lakhani, K.R. (2017). The Truth About Blockchain. URL: https://hbr.org/2017/01/the-truth-about-blockchain
9. Polanco-Diges, L., & Debasa, F. (2020). The use of Digital Marketing Strategies in the Sharing Economy: A literature Review. Journal of Spatial and Organizational Dynamics, 8(3), рр. 217-229.
10. Vytvytska O., Suvorova S., Koriunin A. (2022). The impact of Digital Marketing on entrepreneurial development in a war environment. Economy and society. 40. URL: https://economyandsociety.in.ua/index.php/journal/article/view/1518/1460
Keywords: digital marketing, digitization, promotion, features, methods, tools.
References
1. Larina Y.S., Zaryvnykh K.O., Halchynska Y.M. (2023). Application of tools and methods of digital marketing in enterprise management. Accounting and Finance. 3. 98-106. URL: https://afj.org.ua/pdf/1010-zastosuvannya-instrumentiv-ta-metodiv-cifrovogo-marketingu-v-upravlinni-pidpriemstvom.pdf2. Prodius O.I., Donetskova V.A. (2022). Tools of digital marketing in comprehensive promotion. 1(19), Economic Journal Odessa Polytechnic University. URL: https://economics.net.ua/ejopu/2022/No1/56.pdf
3. Mushka D.V., Bondarenko V.M., Popadynets N.M. (2021) Essence and evolution of digital marketing. Regional Economics. 2(100). рр. 200-204.
4. Khaminich S.Y., Sokol P.M., Babich A.D. (2019). Digital marketing as a modern means of promoting goods and services. State and Regions. 6(111). рр. 46-50.
5. Senkovych Y.A. (2018). Development and implementation of blockchain technology in financial institutions' calculations. Ekonomika ta upravlinnia natsionalnym hospodarstvom. 2 (130). рр. 40-47. URL: http://ird.gov.ua/sep/sep20182(130)/sep20182(130)_040_SlobodaL,SenkovychYu.pdf
6. Gregory, G.D.; Ngo, L.V.; Karavdic, M. (2019). Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures. Ind. Mark. Manag. 78, рр. 146–157.
7. Kraus, S.; Palmer, C.; Kailer, N.; Kallinger, F.L.; Spitzer, J. (2018). Digital entrepreneurship: A research agenda on new business models for the twenty-first century. Int. J. Entrep. Behav. Res., 25, рр. 353–375.
8. Iansiti, M.; Lakhani, K.R. (2017). The Truth About Blockchain. URL: https://hbr.org/2017/01/the-truth-about-blockchain
9. Polanco-Diges, L., & Debasa, F. (2020). The use of Digital Marketing Strategies in the Sharing Economy: A literature Review. Journal of Spatial and Organizational Dynamics, 8(3), рр. 217-229.
10. Vytvytska O., Suvorova S., Koriunin A. (2022). The impact of Digital Marketing on entrepreneurial development in a war environment. Economy and society. 40. URL: https://economyandsociety.in.ua/index.php/journal/article/view/1518/1460
© 2023 The Author(s)
This work is licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0).
Larina, Y., Gorbach, Z. (2023). FEATURES OF DIGITAL MARKETING DEVELOPMENT IN UKRAINE. International Interdisciplinary Scientific Journal "Expert", 1(1), 99-110. https://doi.org/10.62034/2815-5300/2023-v1-i1-008
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