Цифрові маркетингові рішення адаптивного розвитку підприємств роздрібної торгівлі

Abstract

The article examines the theoretical aspects of modern types of marketing - traditional and progressive. The main differences between traditional and progressive types of marketing are determined in terms of key aspects: purpose, tools, method of interaction with the consumer, type of communication, tactics and business promotion channels. The expediency is argued and the main stages of the introduction of progressive marketing into the system of adaptive development of retail trade enterprises are defined. The result of the study is the improvement of the organizational and practical approach to the justification of digital solutions for the adaptive development of retail trade, which creates the possibility of expanding the target consumer audience based on the use of modern digital marketing tools (social media, blogs, SEO optimization of the site, with alls-to-action, landing pages, e-mail event marketing, viral marketing, etc.)