Abstract
In the article, the author provides an analysis of the state of the digital economy, when the dynamics of processes in the economy are quite high and a quick analysis of multidimensional data is required, where the strategy for the production of goods and market promotion, as well as pricing, depends on consumers. The author determined that the activity of modern trading platforms is aimed at the formation of the product range and its product range with the most advantageous characteristics of the product. These requirements have a direct impact on marketing strategy and pricing at the Internet-market. The author proposed the concept of building a digital marketing system based on the theory and practice of market segmentation, which takes into account many factors: geographical, costs, time, and others. The formation of similarities in consumption and pricing in the Internet market is the unifying factor in marketing research. In this concept, the author applied the method of assessing consumer efficiency, which is based on the use of rating estimates obtained on the basis of the ranking of expert opinion. Thus, the proposed concept and method for assessing consumer demand in the target market is aimed at the perspective management of trading platforms using cloud technologies.
Highlights
The digital economy opens up new directions, among which digital marketing occupies has one of the leading places
Bill Gates in his book “Business at the speed of thought” in 1999 expressed the idea of how technology can help improve business and how it will change the nature of the company in the future
As a consequence of the rapid development of the Internet will increase the use of digital marketing that is considered as a strategic objective of any company
Summary
The digital economy opens up new directions, among which digital marketing occupies has one of the leading places. In modern conditions, when the dynamics of economic processes is quite high, real-time data required, where commodity production strategy, marketing promotion and pricing depend on the consumers, the more urgent task is to build digital marketing system with the use of cloud technologies. The aim of the work is to develop marketing research techniques, methods of processing and analyzing information using cloud technologies in the digital economy.
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