ЦИФРОВИЙ МАРКЕТИНГ ЯК ОСНОВА СУЧАСНОГО БІЗНЕСУ

Abstract

The article discusses the advantages of marketing research using the Internet. It is noted that the main methods of obtaining primary data are surveys, experiments and analysis of user behavior. Attention is focused on the fact that with the advent of social networks, such new methods of collecting marketing information have appeared, such as: organization of surveys in social networks; personification, visualization, obtaining demographic, social and personal characteristics of respondents; analysis of the marketing environment; establishing contact with respondents in the form of SMS messages with a request to participate in the survey; simultaneous survey of users of various social networks. It was concluded that the quality of received data can be improved by «intelligent» ways of collecting it, which allow interaction with customers in the process of data collection, thereby increasing the targeting of the offer for them. Achieving this goal becomes possible thanks to the use of artificial intelligence. It is noted that for the purpose of creating a brand or customer loyalty programs, the application of blockchain technology has great prospects, which can serve as an extremely effective method of countering fraud attempts when making payments with customers and ensuring the security of their transactions. At the same time, one of the popular trends that determine the character of the buyer's behavior is the use of elements of virtual reality and augmented reality in the interface. The thesis is substantiated that now a communication campaign cannot be considered successful if it does not use a series of new technologies: RTB (real-time bidding); SMM (social media marketing); SMO (social network optimization); SEO (search engine optimization); SEM (search engine marketing). Modern trends in the development of marketing technologies in the conditions of digitalization of the economy are summarized. The purpose and structure of Internet marketing is clarified. Digital marketing tools implemented on the Internet are considered in detail. It has been proven that the advantages of digital marketing are: interactivity; active involvement of the consumer in interaction with the brand; absence of territorial restrictions during the implementation of marketing ideas; ease of access to the resource (web and wap resources); significant spread of the Internet and mobile communication ensures active involvement of the target audience; the ability to quickly evaluate campaign activities and manage events in real time.