Digital technologies as a reason and tool for dynamic transformation of territory marketing

Abstract

Purpose. To develop a mathematical approach to quantitative assessment of the effectiveness of digital marketing of territories. To determine the tasks of digital marketing of territories and directions for increasing its effectiveness. Methodology. The research uses general and special methods of cognition: content analysis to substantiate the use of quantitative indicators for evaluating marketing effectiveness; induction and deduction for the development of a mathematical approach to evaluating the effectiveness of digital marketing of territories; analysis and synthesis to coordinate projects under conditions of a dynamic transformation of marketing processes. Findings. The mathematical formalization of quantitative evaluation effectiveness of marketing territories is developed, provided that the possibility of implementing project approach and conditions for coordination of projects is ensured. The tasks to be solved by the digital marketing of territories and directions for increasing its effectiveness are defined, and its advantages are detailed. The scheme is proposed for the implementation of territory marketing, taking into account the direct impact of information tools on the result and the reverse impact of an inappropriate result on the choice of information tools, which dictates the need to ensure the adaptability of marketing to dynamic changes in external and internal influences. Originality. The synergistic mutual influence of territory marketing and digital technologies, the synergistic mutual influence of business activities in the territorial location and the marketing of territories is established. It is established that the factor that determines the dynamic change in marketing plans is also a significant level of uncertainty due to the dynamic change in the level of threats and the dynamic nature of the introduction of the latest technologies. Practical value. The mathematical approach of quantitative assessment effectiveness of digital marketing territories and the determination of its tasks and directions for increasing efficiency determine the practical value of the study.