MARKETING TRANSFORMATIONS IN THE DIGITAL ECONOMY: IMPERATIVES AND OBSTACLES

Today, the concept of marketing has a different meaning for everyone. Its essence, in the conditions of digitalization, is not only in the introduction of modern technologies. Special attention is paid to analytics, automation, and omni-channels, which contribute to the success of the organization’s activities only if digital transformations are carried out consciously and purposefully. In other words, it is important that marketers know their customers, their problems, and their needs. It is not a question of what tools should be used, but of how and why they are used. Brands that anticipate and invest in change achieve better results. Digital marketing is the most popular means of advertising distribution. Digital marketing encompasses a vast network of digital channels that customers interact with every day. To properly use these channels, it is important to have an understanding of each of them. The development of digital marketing affects all spheres of the country’s economy. The paper examines the essence and concept of digital marketing, considers the main tools and methods of this phenomenon. The article considers the relevance of the transition to digital marketing and its features in modern business conditions. The impact of the introduction of digital marketing on modern business is determined. The main trends in the development of digital marketing tools and their impact on business performance are investigated. An overview of integrated digital marketing tools and channels is provided. The main problems on the way to the effective use of digital marketing are indicated.

marketing, digital marketing, transformation, digital economy, digital channels, advertising, target audience, analysis, challenges, imperatives and obstacles.

Starkov E. N. Marketing transformations in the digital economy: imperatives and obstacles. Business. Education. Law, 2021, no. 3, pp. 193—198. DOI: 10.25683/VOLBI.2021.56.329.