Directions of development of digital marketing systems at the macro level in the conditions of digital transformation of the economy

Abstract

The aim of the article. The article addresses drivers of digital marketing development as a marketing system at the macro level in the context of digital transformation of the economy. The topic is relatively new and needs attention since most research devoted to digitalization in marketing is usually undertaken on the microlevel. Due to such a bias little is known about ties of digital marketing development with digital transformation on the macrolevel. The article aims at developing of conceptual frameworks of relations thereof. The methodological base of the work is the ternary structure of the digital marketing system. It consists of IT sector, digital marketing and extended digital marketing. IT-sector provides for tools of digital marketing, thus encompassing digital marketing mix. Analyses results. Digital marketing englobes tools and platforms for which digital technology are essential, while extended digital marketing layer embraces the most of marketing activities, which are in the process of digitalisation. The development of digital marketing on the macrolevel is proposed to consider as a process of transformation, like the process of organizational change of Beckhard and Harris. This process is aimed at digital transformation of the entire economy. It applies four major means of digital transformation, namely: digital privatization, digital industrialization, digital investment and reinvestment, and e-governance and paperless. Digital privatization is aimed at ensuring higher efficiency of the economy by correcting existing inefficient models in certain industries by introducing digital platforms and solutions. Digital industrialization is undertaken by the rapid introduction of digital technologies in various sectors of the economy, other than the IT sector, the transition to a new technological mode and thus ensure increased productivity and productivity in the implementation of economic exchanges. The implementation of digital industrialization requires the deployment of digital entrepreneurship, including the renewal of existing and the creation of a new infrastructure of production, management, and support processes. E-governance and paperless can improve the efficiency of management decisions, as they integrate digital data with models that allow simulation and forecasting, eliminate the problem when digital data is not converted into information and does not get into databases needed for management decisions to be made. Digital investment and reinvestment refers to the development of foundations and factors of digital economy development - digital infrastructure, hardware and software, as well as institutional conditions of digitalization, education, training and development of the workforce, creating and maintaining the necessary conditions for its development and reproduction. With the help of digital industrialization, one can expect the development of digital platforms. It should lead to an increase in the number of users and partners - an increase in coverage, both in terms of demand (consumption and penetration rate) and in terms of production and provision of services (number of digital service providers and digital producers). products). The main areas of digital investment and reinvestment are the development of the IT sector and digital platforms, but there are also points of effort at the level of expanded digital marketing - in areas that are being digitized. Efforts should be directed towards the development of digital consumption through the transfer of procurement, including public services to the digital environment. Conclusions and directions for further research. Implementing this strategy requires macroeconomic stability, without which success in long-term macro-level projects seems to be unlikely, especially in projects involving large investments and significant technological transformations. Some directions of further research are defined, such as: driving forces influencing purchasing behaviour on digital platforms, conditions for effective development of digital entrepreneurship, organizational conditions and mechanism of digital industrialization, investment and reinvestment, state economic policy that encourages the development of e-commerce, forms of communication and mechanisms of influence between digital marketing systems at different levels of the economy and the knowledge economy, etc.