Эволюция маркетинга в цифровой экономике

Abstract

The development and widespread adoption of digital economy in the last two decades inevitably had strong impact on the theory and practice of marketing. Under the influence of e-Commerce the form and content of marketing has changed. Today we can talk about the formation of a new field of study – Internet marketing. However, even in the European literature, the description of Internet marketing is fragmentary, Russian authors often do not consider Internet marketing as an independent direction in marketing. This article describes the role of e-Commerce in the economy. The author considers the role of e-Commerce in the world economy and in the economy of individual countries. About 10% of world trade is already carried out via the Internet, in some countries (China, Japan, the UK) the share of e-Commerce in GDP is more than 20%. The growth rate of e-Commerce is also impressive – 30% per year. The Russian e-Commerce market and the Chinese e-Commerce market are analyzed separately. The author highlights the fact that e-Commerce has made a great contribution to the development of China’s economy. Internet marketing in the article is considered as an integral part of e-Commerce, fully responsible for all the interaction of the company and the external environment through the Internet. Basing on the research of some writers, the author concludes that Internet marketing is advisable to study as an independent scientific discipline. The article identifies and investigates the main changes that have occurred in marketing under the influence of e-Commerce: 1) change of marketing orientation from goods to customers; 2) multi-channel approach to promotion; 3) mobility; 4) adaptability and interactivity of marketing; 5) significant increase in audience coverage.