УПРОВАДЖЕННЯ ТА РЕАЛІЗАЦІЯ ЦИФРОВИХ МАРКЕТИНГОВИХ ТЕХНОЛОГІЙ В ЕКОНОМІЧНУ ДІЯЛЬНІСТЬ СУБ’ЄКТІВ ПІДПРИЄМНИЦТВА

Abstract

The article analyzes key factors of introduction and realization of digital marketing technologies into economic activity of business entities. The relevance of research is determined by the fact that in the modern world digital technologies are one of the decisive factors of successful promotion in practically any sphere of economy, entrepreneurship and business. It has been established that marketing in the field of entrepreneurial activity will experience the greatest transformation under the influence of processes of digitalization. It is pointed out that at present time, the development of the latest technologies has led to the emergence of an innovative type of marketing activity – digital marketing. It is noted that digital technologies transform the functions of marketing activity of entrepreneurial entities, providing new possibilities of personalization and individual configuration of marketing programs. The basic prerequisites that determine the possibility and necessity of technological development of marketing policy of entrepreneurial structures in the digital environment have been identified. Key trends of economic activity of entrepreneurial entities that needs to introduce digital marketing technologies are identified. Factors of development of marketing digital technologies have been established. The marketing policy tools and technological solutions, the exploitation of which, will improve marketing activity of entrepreneurial subjects, are specified. The advantages of using digital marketing technologies by entrepreneurial entities are outlined. It is stated that digital marketing technologies are used for the purpose of coordination of efforts of the entrepreneurial entity to achieve strategic and operational goals. The exploitation of digital marketing technologies involves taking into account market requirements and ensuring interaction with clients and business partners through the transfer of information about goods and services, as well as receiving, processing and analysis of marketing information. It is summarized that the application of marketing digital technologies in economic activity of the entrepreneurial entities will provide them with growth of sales of products and services inside the country and will facilitate access to international markets.