Abstract
The conceptual approaches to definition of the purposes, principles and directions of the digital transformation of marketing activity of enterprises offering services according to technologies and methods of Marketing 4.0 have been proved on the basis of modern theories of service marketing. The inclusiveness and customer-focused of digital marketing services have been revealed. The omnichannel of marketing communications on the basis of integration and availability of online and offline channels of service enterprises and clients interaction, digitalization of client managerial experience has been substantiated.
 The Object of Research: digital marketing of services in the context of the Marketing 4.0 concept.
 Investigated Problem: the essence and directions of digital transformations of marketing activities in the field of services.
 Main Scientific results: the inclusiveness and customer-focused of digital marketing communications based on cross-channel interaction and digital managerial models of customer experience have been revealed on the basis of the analysis of theoretical approaches to the characteristics of service marketing and determining the directions of its development in the digitalization of the economy and in accordance with the Marketing 4.0 concept.
 Field of Practical Usage of Research Results: practical activity of service enterprises on application of digital marketing mix transformations and marketing communications channels.
 Innovative Technological Product: the main principles and directions of marketing services digital transformation, that is inclusiveness and customer-focused of marketing communications, omnichannel as integration and availability of online and offline interaction channels as well as digitalization of customer experience management have been substantiated.
 Field of Application of Innovative Technological Product: theoretical researches and practice of digitalization of marketing communications of the service enterprises.
Highlights
IntroductionObject of research Modern processes of the economy digitalization cover all industries, areas and types of economic activity of service sector enterprises
Digitalization of marketing communications in the field of services is based on the transformation of all components of the marketing mix based on Marketing 4.0 technologies, ensuring effective cross-channel interaction of service companies and their customers and partners
The current theoretical basis for the service marketing development as the market expansion by service companies and its digital transformations, on the one hand, are general marketing concepts, on the other hand, the research that reveals the specifics of marketing communications in the field of services and their digitization in the modern times
Summary
Object of research Modern processes of the economy digitalization cover all industries, areas and types of economic activity of service sector enterprises. This updates the study of theoretical foundations and practices of service digital marketing as an innovative model of market expansion and business efficiency as well as competitiveness in post-industrial economic transformations, global challeng-. The basis of the theoretical analysis of digital transformations of service marketing is the Marketing 4.0 concept. Theoretical analysis of digital transformations of service marketing, on the one hand, is based on the Marketing 4.0 concept [7], on the other hand, is an important area of its formation and development
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