Digital marketing development trends

Abstract

The trends of development of digital marketing were investigated using statistical data on Internet users in U.S., obtained from a study performed by Pew Research Center at the beginning of 2019, and in Ukraine, obtained from a study performed by the research holding Factum Group Ukraine on the initiative of International Association of Ukraine in ІІІ quarter 2018 and 2019. The data were collected by the following criteria: age, gender, education, region and finances. Data analysis for the two countries showed the same result. The technological awareness of the society increases every year, which leads to more efficient management, sales, transportation and financial services for the consumers/clients of the enterprise. Indicators also show that both children and adults, people living in the city and in the countryside, people who are financially independent and people with both middle and low income, people with higher education and professional primary education, they all use the Internet. For communication, making purchases, doing research etc. Society has gone digital and businesses need to adapt by changing their management practices. Marketers are creating ways to promote businesses by leveraging new technology. Marketing plays a key role in the digital revitalization of any enterprise. It is through digital marketing that consumers and businesses learn about certain events (legal, economic, social, religious, etc.), and not only are they being informed, they can also inform others. Mobile devices, the Internet, local area networks, digital television and other media can also be used to collect information and conduct marketing research.

Digital transformations of service marketing: theoretical fundamentals and directions

“…In current times, digital marketing of services has not yet been identified as a special object of scientific analysis. The theoretical basis for substantiating its essence, characteristics and principles are modern marketing concepts [1,2], theoretical research of service marketing [3][4][5][6], digital marketing [7][8][9][10], information and applied basis -the practice of marketing digitalization in various business areas. Theoretical analysis of digital transformations of service marketing, on the one hand, is based on the Marketing 4.0 concept [7], on the other hand, is an important area of its formation and development.…”

Особливості Впровадження Інноваційних Інтернет-Технологій В Маркетинговій Діяльності Вітчизняних Підприємств

“…Калина І. [2] визначає основні тенденції застосування і розвитку сучасних технологій та інструментів інтернетмаркетингу. Кравчук O., Варіс I. та Рябоконь I.…”

The human factor in digital marketing: not all so digital

“…The success of a product is assessed by its sales volume or its engagement in the market (Vidovic, 2020). As digital marketing has evolved into being more data-driven, three different 'waves' of consumer online experiences have emerged (Allen, 2016). Going from a business card to a website was the first wave of digital marketing (Allen, 2016).…”