КОНКУРЕНТНИЙ АНАЛІЗ ІНФОРМАЦІЙНОГО БІЗНЕС-СЕРЕДОВИЩА У ЦИФРОВОМУ МАРКЕТИНГУ

Abstract

The aim of the article. The purpose of the following research is the identification of basic aspects of competitive analysis within the informational business space as well as its practical application as a component of enterprises’ digital marketing system. Therefore, the following tasks of the paper were formed: to highlight the strategic preconditions for doing business in a digital environment; to study the main components of competitive analysis in digital marketing; to determine the preconditions for the competitive analysis of competitors' activities in digital dimension; to offer the basic classification of competitive analysis in the Internet; to analyze the main categories of expert competitive analysis as well as to outline a set of corresponding services for automated competitive analysis. The results of the analyses. Scientific novelty of the research is contained in the revealing of the main aspects of the informational support of competitive analysis and in the exploration of its main components in the digital business environment. Attention shall be also paid on the preconditions for conducting competitive analysis of competitors' activities in digital dimension as well as on the basic classification of competitive analysis in the Internet, which stipulates the selection of expert (non-automated) and service (automated) type of analysis. In its turn, practical significance of the paper might be observed in the proposed assessing of the strategic preconditions for doing business on the Internet with the help of developed matrix according to the relevant universal categories. In addition, the main categories of expert competitive analysis are singled out and disclosed; also, the examples of helpful services for automated competitive analysis on the Internet are given. Thus, the rapid growth of competition in the Internet space, the dynamic development of IT technologies, consumer demand for product quality and delivery speed contribute to the development of new ways to monitoring and exploring the global digital environment of competitor companies. Therefore, the usage of competitive analysis tools in digital marketing provides an opportunity to evaluate the economic, political, and cultural business environment in each market, effectively identify potential target markets, systematically investigate demand, identify constraints and barriers, interpret results quickly and qualitatively, and outline the prospects for business development activities of the company. According to the results of the study, it is determined that there are a number of market and production conditions in which the company needs to perform a certain competitive analysis (for example, launching a product-novelty or developing a content strategy). However, these conditions do not appear to be restrictive, but instead, the article emphasizes the necessity for continuous monitoring of certain aspects of competitors' activities on the Internet. Proposed in the article types of competitive analysis in the digital environment (expert and service) should be implemented in an integrated way, however, according to the situation. The exemplified examples of each of the analyzes are designed to create the basic informational support of benchmarking in the Internet. Conclusions and perspectives for further research. As perspective direction of further researches suppose to be an improvement of methodology of expert and service competitive analysis on the Internet, according to the type of goods / services, sizes (marketing budget) of the enterprise and other factors. 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