Digital-marketing as an innovation control element
DOI:
https://doi.org/10.26906/EiR.2021.3(82).2369Keywords:
digital marketing, social networks, advertising, internet marketing, digital technologies, management toolAbstract
The article presents the results of the study of the essence and approaches of the interpretation of the concept of "digital marketing", reveals the main tools and methods of this phenomenon. The effectiveness of the impact of the introduction of digital marketing on modern business is determined. The concepts, possibilities and advantages of digital marketing are defined, the analysis of a condition of the market of digital marketing in Ukraine and modern tendencies of digital marketing is carried out. Modern management tools are highlighted and the issues of supporting marketing decisions at different levels of management with the help of information and communication technologies and systems are considered. The main advantages of digital marketing are indicated and the main differences from traditional means of communication are considered. The main problems on the way to the effective use of digital marketing in order to reach the target audience and increase sales are identified.
References
Oklander M. A., Oklander T. O., Yashkina O. I. et al. (2018). Digital marketing – a marketing model of the XXII century: a monograph; ed. M. A. Oklander. Odesa: Astroprynt.
Savytska N. L. (2018). Social media marketing: strategies and tools in the B2C market. Marketing and digital technologies. No 1, рр. 20–33 DOI: https://doi.org/10.15276/mdt.1.1.2017.2
Kalina I. I. (2019). Trends in digital marketing. Scientific Bulletin of the National Academy of Statistics, Accounting and Auditing. No 4, рр. 92–100. DOI: https://doi.org/10.31767/nasoa.4.2019.09
Pechalov O. O. (2019). 24 errors when searching the Internet. Available at: https://webpromoexperts.net/blog/23-osibkipri-prodvizenii-v-internete
Yatsiuk D. V. (2018). Digital marketing: the future of marketing communications in branding. Investments: practice and experience.
Hrytsenko S. I. (2017). Digital marketing is a new paradigm for the development of educational clusters in the context of globalization. Bulletin of Economic Science of Ukraine. No1 (30), рр. 29–31.
Ruban V. V. (2017). Digital marketing: the role and features of use. Economic Bulletin of the Zaporizhzhia State Engineering Academy. Issue 2-2 (08), рр. 20–25.
Marchuk O. O. (2018). Digital marketing as an innovative management tool. Economy and Society. No 17, рр. 296–299. DOI: https://doi.org/10.32782/2524-0072/2018-17-43
Karpischenko O. O., Lohinova Yu. E. (2019). Digital marketing as an innovative communication tool. Electronic archive of Sumy State University. Vol. 8. Available at: http://www.economy.nayka.com.ua
