Digitalization of the enterprise’s marketing management process

Abstract

The theoretical and methodological principles of digitization of the marketing management process are examined in the article, main stages of its use in the practical activities of business entities are suggested. It is noted that successful digitalization of the marketing management process can only be achieved if the right approach to the choice of digital technologies is taken at all stages of marketing management: analysis of market opportunities and threats; selection of target markets; strategy formation; development of marketing programs; implementation of coordinated marketing activities. Nowadays, managers are faced with the question of how to survive in new realities and threats, and what operational decisions regarding the future of business should be made in a short period of time. It is required the ability of business to adapt to new market conditions, respond to the transformation of consumer needs and find new points of contact, actively work with digital tools, and with their help to actively shape its strategy. The development of a digital strategy includes the following blocks: research, offer, traffic funnel, budgeting and analytics. These blocks are described and the tasks for the successful formation of a digital strategy are determined. It is noted that the specification of the digital strategy requires decision-making regarding such elements of the marketing complex as goods, price, distribution and promotion. Under digitization, each of the elements of the marketing complex undergoes transformation under the influence of the development of digital marketing tools and technologies. Processes of the enterprise’s marketing complex elements digitalization are considered.