SMART MARKETING AND GLOBAL LOGISTICS NETWORKS

Abstract

In the context of the global digital transformation, new communication systems are being formed based on networking and platforms, increased attention to environmental issues and social needs of the population. The purpose of the article is to identify the peculiarities of smart marketing development in the context of global logistics networks. Using the methods of system analysis, the article summarises the processes of spreading smart technologies at all stages of marketing: from smart supply to smart consumption. Graphical visualisation confirms the growth of spending on the latest information technologies in marketing strategies. The essence of the smart marketing concept is revealed: it is becoming digitised and focused on sustainable development, based on personalisation of offers and advertising, acceleration of the purchase or delivery of goods, and focuses on reasonable consumer requirements. A market for new products is emerging, with a high share of digital components, eco-friendly and organic products. Smartisation processes are transforming the logistics activities of companies. New technical solutions (big data, cloud solutions, augmented reality, drone delivery, etc.) help create competitive advantages for the company, increase the efficiency of its solutions, and significantly expand the range of opportunities: personalisation of demand, satisfaction of individual customer requests, improved communications and service, scaling up operations, deeper analysis and forecasting, and the introduction of dynamic pricing.