Digital platforms based marketing innovations: new development trends

Alex Krasnov,Valentin Nikonorov,Marina Yanenko,A Sarygulov,L Ungvári,V Sergeev,W Semmler

doi:10.1051/shsconf/20184400049

Alex Krasnov, Valentin Nikonorov + Show 5 more

Open Access

https://doi.org/10.1051/shsconf/20184400049

Copy DOI

Abstract

Marketing innovations in the digital economy are considered as the most important factor for the further digital economy growth. The main trends for development of the information and communication technologies market are studied. The basic types of innovations are analyzed. An algorithm for generation of competitive innovative marketing strategies is proposed. A business strategy that takes into account the digital technologies development is supplemented by a number of innovative components. The main lines for generation of a digital platform for marketing activities transformation with subsequent disclosure of the content of each line are indicated. The digital platform design for the marketing activities transformation is developed. There are three cornerstones of this platform are arrangement of interaction with consumers in the digital environment; improvement of digital methods for processing marketing information; automation of planning and implementation of marketing activities. The marketing complex specifics in the digital economy are specified and supplemented.

Highlights

The information and communication technologies (ICT) development results in revolutionary changes in the society and the economy, forces to talk about the generation of the information society that differs significantly from the industrial and post-industrial societies
Even there is a significant contribution of information and communication technologies to the gross domestic product of the Russian Federation
Is the place to especially highlight a number of trends for development of the information and communication technologies (ICT) market, and especially Foresight marketing technologies [4, 5]: 1. Growing of the Internet role and influence on economic processes

Summary

Introduction

Even there is a significant contribution of information and communication technologies to the gross domestic product of the Russian Federation. Foreign specialists note the ICT importance specifying the need to use new innovative tools for development of economy and marketing such as Internet of things, BigData, Cloud computing, etc. The marketing is developed through multimedia communications: the Internet, call centers, mobile phones, interactive television, etc., which allow to establish individual contacts with customers at a faster rate and at lower cost and to provide long-term aftersales service. Is the place to especially highlight a number of trends for development of the information and communication technologies (ICT) market, and especially Foresight marketing technologies [4, 5]: 1. Marketing innovations will play a key role in the development of markets in the global economic space

Development of marketing innovations

Conclusions

Findings

Cloud Computing