КОМПЛЕКС ЦИФРОВОГО МАРКЕТИНГА-МИКС: ПОИСК И ОБОСНОВАНИЕ ОПТИМАЛЬНОЙ ТЕОРЕТИЧЕСКОЙ КОНСТРУКЦИИ

Abstract

In this article, the task is to present the optimal theoretical design of digital marketing and its tools for promoting goods and services in the digital business environment. Comparative characteristics of traditional and digital marketing are considered. The advantages that virtual marketing is gaining more and more due to the rapid development of new interactive forms of communication in the digital environment of interaction between customers, users and organizations are emphasized. So far, no such attempt has been made to present a sound theoretical construction of digital marketing. The article, based on the analysis of existing approaches, proposes the author’s concept of digital marketing mix, which provides for consideration of the promotion of goods and services of an organization in a digital environment from the standpoint of four main interrelated elements: site SEO, SMM, content-marketing, Internet advertising. The unifying principle and common platform for all elements of the marketing mix is the organization’s website. The article presents an expanded version of the marketing mix in the form of the same four elements with the addition of an additional three: mobile marketing, e-mail– and CRM-marketing as relatively autonomous, going beyond Internet communications. In addition, the author’s point of view on digital marketing is substantiated, which can be presented in the form of a digital marketing mix, with wide opportunities for its practical use in the successful implementation of tactical business plans, primarily small and medium-sized.