Digital Economy and Financial Marketing: Mutual Influence and Ways of Development

Abstract

Development of the digital economy and usage of new IT and the necessity for collection, processing, storing, and exchange of Big Data led to transformation of corporate marketing in the changed conditions of the external and internal environment. The main trends of development of marketing according to the technological modes are shown; Marketing 3.0 of the Fifth mode is analyzed; the necessity for developing and implementing digital marketing is substantiated, and its advantages as compared to traditional marketing are considered. Transformation of marketing in the digital economy does not influence the scientific and practical foundations of marketing. The directions (tasks) of marketing activities, which cover the whole life cycle of a product from development to consumption, remain unchanged. Digital marketing uses the terms, methodology, concepts, and principles of management of traditional marketing. Also, transformation of new types of activities takes place in traditional marketing: e-commerce, online advertising, etc.; conditions for simultaneous usage of information resources of the digital economy and the objects of marketing activities with the opportunities for their modernization in the process of usage and exchange are created. Usage of digital IT in marketing allows improving the assortment policy and increasing the sales volumes. The main directions of development of financial digital marketing in Russia are formulated: increase of the number and improvement of quality of specialists training in the sphere of marketing activities, development of strategies of diversification; mastering of production of new goods, services, and markets; development and improvement of marketing technologies; increase of technical equipment of marketing services; improvement of marketing activities.KeywordsDigital economyFinancial marketingITMarketing 3.0Corporate digital marketingStrategies of transformationJEL CodesZ23M39