Abstract
Rapid technological change, constant development of digital tools and the proliferation of internet technologies have transformed marketing strategies and the way we interact with customers. In this context, understanding and exploiting the opportunities offered by digitalisation is becoming a critical element of success for businesses in any industry. Therefore, the study of the impact of digital technologies on marketing strategies and internal organisational structure is becoming an important issue in the context of modern business. Purpose: This study is aimed to analyze the role of digitalisation in the development of marketing and its impact on the organisational structure of enterprises. Design / Methodology / Approach: The research methods used are system analysis, synthesis, comparative analysis, grouping, abstraction and generalisation. Findings: The article deals with the impact of digitalisation on the development of the enterprise’s marketing strategy. The essence of the concepts of “digitalisation”, “Internet marketing”, “digital marketing” has been clarified. The most popular and effective marketing tools that can be used by industrial enterprises in the formation of their marketing strategy, taking into account the processes of digitalisation, are offered. Data on the significant impact of digitalisation on business operations in the context of forming a properly selected marketing policy of enterprise in order to promote the company’s competitiveness and increase its income are provided. It is found that digitalisation changes the internal and external environment of enterprises, affects the organisational structure of enterprises. Originality / Value: It is proved that digitalisation has a significant impact on the functioning of an enterprise and influences various changes in the internal structure depending on the level of its implementation. Practical Meaning: Research in the field of marketing on the use of various digital tools in business is an object of interest to scientists who analyse the positive or negative impact of digitalisation on marketing and the activities of enterprises in various fields. Further Research: The role of SMART technology in setting fundraising goals.
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