Abstract
The main goal of the study is to identify global digital e-marketing trends in the world. The paper discusses the main aspects of the functioning of companies on the basis of the formation of the classical concept of marketing. The main constituent elements of the classical marketing concept, its advantages and disadvantages are highlighted. Based on the structuring of the main theoretical aspects of marketing development, the evolution of marketing concepts with historical aspects and their characteristics has been formed. The necessity of rethinking the existing business models of companies, which should be based on innovative e-marketing tools, is argued. The main ways and types of transformation of the classical concept of marketing in modern business conditions are highlighted. It has been shown that constant modernization, optimization and improvement of the efficiency of business processes are ensured through the implementation of key elements of e-marketing. Based on a critical analysis and generalization of existing approaches in organizing marketing activities, it is substantiated that ensuring the competitive position of a company on a world level is impossible without the use of e-marketing. The global trends of digitalization of e-marketing in the world were considered and identified. The presented goal is achieved by using the tools of economic and statistical analysis of modern trends in the development of e-marketing and a theoretical and methodological approach to identifying and structuring the main development trends, their directions, and main types. The obtained results of economic and statistical forecasting can be applied in practice in the formation of a company's marketing strategy, taking into account modern trends in the development of innovations.
Highlights
In the context of the global transformation of the world economy under the influence of volatility and uncertainty caused by the COVID-19 pandemic and imbalances in world trade, it is undoubtedly urgent to develop and emerge new approaches, methods and tools for business management
The calculation of the confidence intervals depends on t standard error in assessing the global trends in digitalization of e-marketing, which is predicted and the time ahead of the forecast, on the number of levels in the time series and on the level of significance of the forecast
The main results of the study are that the historical aspects of the formation of marketing concepts and its key elements have been considered, leading to the assertion that the developed structuring of the concept is the theoretical basis of the research
Summary
In the context of the global transformation of the world economy under the influence of volatility and uncertainty caused by the COVID-19 pandemic and imbalances in world trade, it is undoubtedly urgent to develop and emerge new approaches, methods and tools for business management. The main purpose of the study is to find and develop innovative management approaches that should provide opportunities for optimizing core activities in order to increase efficiency and minimize operating costs. The relevance of the study lies in the need for constant promotion, positioning and business development in an already established business niche every day only increases. Providing a solution to the described tasks for any top management of an organization or company is impossible without the use of modern innovations and information and telecommunication technologies, which every day play an increasingly important role in business. The intensity of the development of information and telecommunication technologies has made it possible to form a virtual environment for doing business and establishing relations between business entities
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