ІННОВАЦІЙНІ МАРКЕТИНГОВІ ТЕХНОЛОГІЇ УПРАВЛІННЯ ІТ-ПРОЄКТАМИ

Abstract

In today’s tough competitive conditions, enterprises should use the latest marketing technologies that will help them gain additional competitive advantages, implement innovations and provide a wider range of services for their customers. Enterprises that are part of the IT sphere are trying to find modern approaches to project management in order to adapt to the numerous needs of consumers and to focus on the critical elements of successful IT-project management. Thus, the application of digital marketing elements in project management gives enterprises the opportunity to effectively use their available resources and achieve maximum results at lower costs. The analysis showed that the largest share of sales revenue belongs to IT companies working in the field of healthcare (21%), e-commerce (20%), education (18%) and insurance (11%). Based on the sample, it was found that about 70% provide IT services to a wide range of clients (EPAM, GlobalLogic, Netcracker and others), about 15% work as a Global In-house Center (GIC) for a single parent company (Wargaming.net, Ring, Samsung R&D Institute Ukraine, Oracle) and 15% create their own product (Genesis, EVO, Terrasoft). It was found in the article that powerful IT companies operate on the territory of Ukraine, and thousands of specialists work in the IT field, who ensure not only competitiveness and sustainable development of the enterprise, but also develop IT-projects, and innovative marketing technologies that allow businesses to gain new competitive advantages and enter global markets sales and increase their profitability. It has been proven that in the era of information technology development, digital marketing is a powerful carrier of progress, allowing it to turn unknown start-ups into huge corporations with billions of profits. Digital marketing is currently the most dynamically developing segment in the field of global advertising. A study of the dynamics of spending on marketing activities showed that most IT companies invest huge amounts of money to promote their products and projects via the Internet. Analysis of innovative marketing technologies proves that enterprises should use Internet technologies to promote their own goods, services, and IT projects. The most used today include SMM marketing, mobile marketing, creating your own website, and cross-channel content marketing.