ІНСТРУМЕНТИ ЦИФРОВОГО МАРКЕТИНГУ: СУЧАСНИЙ ЕТАП ЕВОЛЮЦІЇ

Abstract

The article is devoted to the study of the modern stage of the evolution of digital marketing. Attention is focused on the concept of marketing 4.0 with a focus on the differences in the application of marketing tools in the previous concept, which made it possible to distinguish the focus of marketing orientation at the present time. The main characteristic of Marketing 4.0 is the combination of traditional media (such as physical points of sale, television advertising, radio, etc.) and digital (e-commerce, online advertising, social media, etc.). This forces to reconsider how the customer interacts with the brand, what are the touch points, what is the path to purchase. Some concepts used by marketers, such as segmentation, targeting, positioning, customer journey, have been further developed. Alan Perez in his own research clearly distinguishes the differences in marketing concepts, therefore, in this study, the modern focus of marketing orientation was distinguished. A critically important customer segment is generation Z, which is characterized by individual self-expression, dialogic and realistic perception, refers to many sources of information and integrates virtual and offline experiences. Young people played that social role by creating and interpreting trends. They deeply believe in the effectiveness of dialogue to resolve conflicts and improve the world, make decisions and treat institutions very analytically and pragmatically. The behavior of Generation Z can be characterized by uncertain identity, dialogicity and realism, and consumption by uniqueness, limitlessness and ethics. The main marketing tools are analyzed and attention is focused on digital ones. The integrated approach of using traditional and digital marketing tools with the adaptation of traditional to the needs of the 4.0 concept using a personalized approach is analyzed. The relationship between modern marketing and artificial intelligence tools is indicated. The relationship of modern marketing with AI tools is reflected in such tasks as data creation and analysis, personalization, chatbots, automation of various aspects of marketing.