Mangushev Dmitry, Candidate of Economic Sciences, Associate Professor,  V. N. Karazin Kharkiv National University, Ukraine, Kharkiv

ORCID ID: 0001-8795-164X
e-mail: d.v.mangushev@karazin.ua

Pykhtin Artem, student, V. N. Karazin Kharkiv National University, Ukraine, Kharkiv

ORCID ID: 0000-0003-0166-7969
e-mail: pykhtin222@gmail.com

Application of Digital Marketing Tools to Increase the Efficiency of Entrepreneurial Activity

Abstract. Introduction. The advantages of digital marketing include better audience coverage, the ability to collect clear and detailed data, flexible approach, interactivity, lack of territorial restrictions in the implementation of marketing ideas, easy access to resources, real-time marketing management.

Purpose. The purpose of the study is to substantiate and develop theoretical and practical principles of using digital marketing tools to improve business efficiency.

Results. Based on the analysis of the definitions of “digital marketing”, our own definition is proposed: it is the marketing of goods and services through digital channels and tools in virtual and real environments for effective interaction with existing and potential consumers. The main trends in digital marketing include the growing popularity of video content, social networks and messengers such as promotion channels, multi-channel marketing, working with “big data”, mobile content and more. Based on the review of trends in educational content and requests of the generation of “millennials” for information, it was found that the medical center “Gold Clinic” should develop its digital information platforms in the direction of filling with relevant content, providing different formats of content, providing it in real time time.

Conclusions. Gold Clinic lags behind in terms of number of views, number of pages viewed and time spent on the site, as well as in terms of visibility on the Internet. Therefore, now content marketing and search engine optimization should become strategic priorities to improve the efficiency of digital marketing of the enterprise. Thus, in order to personalize the content for clients of the Gold Clinic, it is advisable to use modern technologies such as artificial intelligence, machine learning, decision-making based on the analysis of “big data”, augmented reality and more.

Keywords: marketing; digital marketing; internet marketing; content; contextual advertising; social media.

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