{"id":18555,"date":"2023-07-28T13:01:09","date_gmt":"2023-07-28T10:01:09","guid":{"rendered":"https:\/\/modecon.mnau.edu.ua\/?p=18555"},"modified":"2023-07-28T13:01:09","modified_gmt":"2023-07-28T10:01:09","slug":"features-of-the-application-of-2","status":"publish","type":"post","link":"https:\/\/modecon.mnau.edu.ua\/en\/features-of-the-application-of-2\/","title":{"rendered":"Tanasiichuk \u0410., Polishchuk \u0406. Features of the application of digital technologies in the marketing activities of the enterprise"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]<\/p>\n\n\n\n
JEL Classification<\/strong>: M31; M37
\n<\/span><\/td>\n		DOI<\/b>: https:\/\/doi.org\/10.31521\/modecon.V39(2023)-21<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/vc_column_text][vc_column_text]Alona Tanasiichuk, <\/strong>Doctor of Economics, Professor, Professor of the Department of Marketing and Advertising, Vinnytsia Institute of Trade and Economics of State University of Trade and Economics, Vinnytsia, Ukraine<\/p>\n

ORCID ID:<\/strong> 0000-0002-7967-0239<\/a>
\ne-mail: <\/strong>a.tanasiichuk@vtei.edu.ua<\/a><\/p>\n

Iryna Polishchuk, <\/strong>Doctor of Economics, Associate Professor of the Department of Marketing and Advertising, Vinnytsia Institute of Trade and Economics of State University of Trade and Economics, Vinnytsia, Ukraine<\/p>\n

ORCID ID:<\/strong> 0000-0001-6939-8529<\/a>
\ne-mail: <\/strong>i.polishchuk@vtei.edu.ua<\/a><\/p>\n

 <\/p>\n

Features of the Application of Digital Technologies in the Marketing Activities of the Enterprise<\/strong><\/h2>\n

\u00a0\u00a0<\/strong><\/p>\n

Abstract. Introduction. <\/strong>Every year the role of digital technology grows, so every single enterprise should include digital technologies in their marketing activities. During the war in Ukraine, the demand for digital technologies became particularly noticeable. The war has dealt a indiscriminate blow to business, as everyone from small restaurants to transnational corporations have been forced to change their jobs. A significant number of domestic enterprises tried to stay afloat and digitized the main business processes. It was remarkable that large-scale organizational changes had to be implemented in just a few weeks.<\/p>\n

Purpose.<\/strong> The aim of the study is the generalization and systematization of scientific methodical approaches to the application of digital technologies in the marketing activity of enterprise.<\/p>\n

Results.<\/strong> The study substantiates the urgency of the implementation of digital technologies in the business activities of domestic enterprises of various fields and types of activity, in public services and medicine, finance and education.<\/p>\n

It has been determined that digitization has changed the way of enterprise promotion in the market, communications that have passed from the real world to the virtual world have been considered.<\/p>\n

Scientific views on the concept of \u00abdigital marketing\u00bb, \u00abdigital technologies in marketing\u00bb have been generalized, own definition of this concept has been given.<\/p>\n

The classification of the main groups of digital services of marketing functions has been carried out.<\/p>\n

It was determined that the physical distancing of Ukrainians due to COVID-19 and the war in Ukraine helped accelerate digital transformation and created a landscape that will continue to encourage innovation and technology adoption in enterprise marketing.<\/p>\n

The description of types of digital technologies and classification of channels of digital marketing are offered. The comparative characteristic of digital and traditional marketing is developed.<\/p>\n

Conclusions.<\/strong> A conclusion is drawn on the development of digital marketing in 2023 and it is justified that digital marketing is a powerful tool for successful business, which is aimed at a certain segment of the customer base and is interactive, includes everything that connects marketing with customer feedback or two-way interaction between the company and the client.<\/p>\n

Keywords:<\/strong> digital marketing; digital technologies; digitization of business processes; digital services of marketing functions; advertising and promotion; digital television; local networks; mobile gadgets; interactive displays; social networks; contextual advertising; SEO promotion; SMM promotion; banner advertising; advertising windows; native advertising; SMS messages; QR codes in offline; viral advertising.<\/p>\n

References:<\/strong><\/p>\n

    \n
  1. Matviiv, M. (2014). Formation of digital marketing of enterprises. Zbirnyk naukovykh prats’: efektyvnist’ derzhavnoho upravlinnia<\/em>. 41. 252-261 [in Ukrainian].<\/li>\n
  2. Riabov, I. B., & Shevkoplias, I. M. (2020). Peculiarities and modern trends of the application of the digital marketing system at the enterprise. Efektyvna ekonomika<\/em>. Retrieved from : https:\/\/bit.ly\/3o4EKtU [in Ukrainian].<\/li>\n
  3. Zima, O. H. (2018). Expanding the sphere of influence on the consumer using digital marketing. Vydavnytstvo L’vivs’koi politekhniky<\/em>. 104-105 [in Ukrainian].<\/li>\n
  4. Grewal D., Noble, S. M., & Roggeveen, A. L. (2020). The future of in-store technology. Journal of the Academy of Marketing Science<\/em>. 2020. 48. 1. 96-113.<\/li>\n
  5. Is there life without a smartphone: the opinion of Ukrainians? Retrieved from : https:\/\/bit.ly\/3r16yCF [in Ukrainian].<\/li>\n
  6. Ruban, V. V. Suchasni instrumenty tsyfrovoho marketynhu. Naukovyj visnyk Khersons’koho derzhavnoho universytetu. 2018. Vypusk 30. Chastyna 1. S. 143-146 [in Ukrainian].<\/li>\n
  7. Ruban V. V. (2017). Digital marketing: role and features of use. Ekonomichnyj visnyk Zaporiz’koi derzhavnoi inzhenernoi akademii.<\/em> 2-2 (08). 20-25 [in Ukrainian].<\/li>\n
  8. Kemp, S. Digital 2020 : Global Digital Overview. Journal Datareportal<\/em>. 2020. URL: https:\/\/bit.ly\/3CRnXAX [in English].<\/li>\n
  9. Tanasijchuk, A. M., Koval’chuk, S. V., & Lisovs’kyj, I. V. (2018). The role of digital marketing in the activation of international business activities of enterprises. Marketynh i tsyfrovi tekhnolohii<\/em>. 1. 55-74 [in Ukrainian].<\/li>\n
  10. Digital marketing : what companies are missing : Retrieved from : https:\/\/bit.ly\/3bKtT2v [in Ukrainian].<\/li>\n
  11. Smaje, K. How six companies are using technology and data to transform themselves. McKinsey Digital. 2020. Retrieved from : https:\/\/mck.co\/3jw0wG5 [in English].<\/li>\n
  12. Vasyl’tsiv N. M. (2018). Modern trends in digital marketing. Ekonomika ta upravlinnia pidpryiemstvamy.<\/em> 232-236 [in Ukrainian].<\/li>\n
  13. Grubor, A. (2018). Internet Marketing as a Business Necessity. Interdisciplinary Description of Complex Systems<\/em>. 2018. 16. 265-274 [in English].<\/li>\n
  14. How COVID-19 has pushed companies over the technology tipping point and transformed business forever. McKinsey & Company. 2020. Retrieved from : https:\/\/mck.co\/2WGhUzd [in English].<\/li>\n
  15. Vaughan, S. What COVID-19 Taught Us About Digital. Made By Speak<\/em>. 2020. Retrieved from : https:\/\/bit.ly\/3Dr108e [in English].<\/li>\n
  16. Digital Marketing vs Traditional Marketing (2019) : Which Produces Better ROI? Lyfe.Marketing. Retrieved from : https:\/\/bit.ly\/2WFYeLD [in English].<\/li>\n<\/ol>\n

    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Received:<\/strong> 18 June 2023<\/p>\n

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    Tanasiichuk \u0410., Polishchuk \u0406. (2023). Features of the application of digital technologies in the marketing activities of the enterprise.. Modern Economics, 39(2023), 138-145. DOI: https:\/\/doi.org\/10.31521\/modecon.V39(2023)-21.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<< Back to contents<\/a>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

    [vc_row][vc_column][vc_column_text] JEL Classification: M31; M37 DOI: https:\/\/doi.org\/10.31521\/modecon.V39(2023)-21 [\/vc_column_text][vc_column_text]Alona Tanasiichuk, Doctor of Economics, Professor, Professor of the Department of Marketing and Advertising, Vinnytsia Institute of Trade and Economics of State University of Trade and Economics, Vinnytsia, Ukraine ORCID ID: 0000-0002-7967-0239 e-mail: a.tanasiichuk@vtei.edu.ua Iryna Polishchuk, Doctor of Economics, Associate Professor of the Department of Marketing and Advertising,
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