Трансформація взаємодії суб’єктів ринку в умовах диджиталізації маркетингу
Вантажиться...
Дата
2022
Назва журналу
Номер ISSN
Назва тому
Видавець
Анотація
У статті розглянуто теоретичні аспекти організації digital-маркетингу суб’єктами господарювання в період активного використанні інформаційно-комунікаційних технологій. Здійснено аналіз наукових поглядів на визначення суті поняття «digital-маркетинг» в системі заходів просування продукції (товарів, послуг) та зроблено уточнення інтерпретації даного виду маркетингу, враховуючи його специфічні особливості. Розроблено типологію цифрових технологій для заходів маркетингу. Розглянуто напрями організації просування продукції на В2В-ринку. Визначено основні переваги використання CRM–систем як дієвого інструменту digital-маркетингу. Розкрито особливості Inbound-маркетингу, орієнтованого на використання веб-сайтів, соціальних мереж, чат-ботів для комунікації, а також застосування інтерактивних медіа на всіх етапах ланцюгу виконання замовлень.
The research paper examines the theoretical aspects of the digital marketing organization by business entities during the period of information and communication technologies active use. The analysis of scientific views on the definition of the «digital marketing» concept essence in the system of promoting products (goods, services) measures was carried out, and the interpretation of this type of marketing was clarified with taking into account its specific features. The typology of digital technologies for marketing activities has been developed, which, in a smart combination with intellectual capital, in the digital environment will provide new opportunities of setting up multi-channel communication between stakeholders for high-quality communication and reaching agreements between them. It is proved that for attracting the attention of buyers to products (goods, brand or services) and developing interaction with stakeholders in the consumer and industrial markets, it is necessary to use a complex of innovative digital marketing tools and measures. The trends of the product promotion organization on the B2B market are considered, which makes it possible to determine the characteristic features of the industrial digital marketing. The main advantages of CRM systems use as an effective digital marketing tool for the purpose of forming data in digital format, as well as expanding the information base in terms of product’s customers and personalizing each of them, have been determined. The features of inbound marketing, which is focused on the use of websites, social networks, chatbots for communication, as well as the use of interactive media at all stages of the order fulfillment chain, are identified. The analysis of the main directions of search marketing, which today is actively used by business entities for optimal price of products determining, is carried out. The functionality of marketplaces, which are provided by the data accumulation within one web platform, is determined for setting up two-way, mutually beneficial communication (between sellers and buyers) in the Internet environment. Marketplaces allow creating reasonable pricing system for competitive advantages obtaining, products (goods, services) promoting process optimizing by reducing advertising costs, and the customer loyalty system forming.
The research paper examines the theoretical aspects of the digital marketing organization by business entities during the period of information and communication technologies active use. The analysis of scientific views on the definition of the «digital marketing» concept essence in the system of promoting products (goods, services) measures was carried out, and the interpretation of this type of marketing was clarified with taking into account its specific features. The typology of digital technologies for marketing activities has been developed, which, in a smart combination with intellectual capital, in the digital environment will provide new opportunities of setting up multi-channel communication between stakeholders for high-quality communication and reaching agreements between them. It is proved that for attracting the attention of buyers to products (goods, brand or services) and developing interaction with stakeholders in the consumer and industrial markets, it is necessary to use a complex of innovative digital marketing tools and measures. The trends of the product promotion organization on the B2B market are considered, which makes it possible to determine the characteristic features of the industrial digital marketing. The main advantages of CRM systems use as an effective digital marketing tool for the purpose of forming data in digital format, as well as expanding the information base in terms of product’s customers and personalizing each of them, have been determined. The features of inbound marketing, which is focused on the use of websites, social networks, chatbots for communication, as well as the use of interactive media at all stages of the order fulfillment chain, are identified. The analysis of the main directions of search marketing, which today is actively used by business entities for optimal price of products determining, is carried out. The functionality of marketplaces, which are provided by the data accumulation within one web platform, is determined for setting up two-way, mutually beneficial communication (between sellers and buyers) in the Internet environment. Marketplaces allow creating reasonable pricing system for competitive advantages obtaining, products (goods, services) promoting process optimizing by reducing advertising costs, and the customer loyalty system forming.
Опис
Ключові слова
диджиталізація, digital-маркетинг, організація, суб’єкти господарювання, інформація, комунікації, інструменти, споживчий ринок, промисловий ринок, цифрові дані, digitalization, digital marketing, organization, business entities, information, communications, tools, consumer market, industrial market, digital data
Бібліографічний опис
Савицька Н Трансформація взаємодії суб’єктів ринку в умовах диджиталізації маркетингу [Текст] / Н. Савицька, Г. Чміль // Цифрова економіка та економічна безпека : науково-практичний журнал / Причорноморський науково-дослідний інститут економіки та інновацій, Сумський державний педагогічний університет імені А. С. Макаренка ; [гол. ред. О. Ю. Кудріна, редкол.: В. В. Божкова, В. І. Борщ, Н. М. Вдовенко та ін.]. – 2022. – № 1 (01). – С. 112–117. – DOI: https://doi.org/10.32782/dees.1-18