Marketing Tools for the Development and Enhance the Efficiency of E-Commerce in the Context of Digitalization

Abstract

The global electronic market has become so large that a successful business can no longer exist and develop outside the Internet. The article notes how digital technologies have penetrated into online business. They are being incorporated into marketing plans and daily life, and people are using digital devices instead of physical stores; digital marketing campaigns are becoming more prevalent and effective.The article discusses the main marketing tools for the development and efficiency of e-commerce in the context of global digitalization: SMM marketing, SEO, contextual and banner advertisements, communication marketing, video marketing, event marketing, remarketing.The main trends and the most influential tools of the digital age are also highlighted.The main Key Performance Indicators are given. They reflect how the actions that are taken as part of an online promotion help the company move towards achieving its e-commerce business goals.

Media planning of digital advertising campaigns

“…In the process of research, the lack of a holistic approach to the systematization of digital advertising for the purposes of media planning was revealed. Some types of digital advertising are reported in studies [5,[10][11][12][13][14]. I have conducted my own research with the involvement of experts, based on the results of which the types of digital advertising were systematized (Fig.…”

“…By formats for content planning purposes 1. Classification of digital advertising for media planning purposes Note:* systematized and supplemented according to data [5,[9][10][11][12][13][14] The webmaster places the advertiser's advertisement either on his own site (blog, forum, etc.) or in other sources (social networks, search engines, etc.)…”

Business Resilience for Small and Medium Enterprises and Startups by Digital Transformation and the Role of Marketing Capabilities—A Systematic Review

“…To advance understanding in this field, future studies should embrace a comparative methodology. This approach would involve analyzing digital transformation across a spectrum of industries, sectors, and global regions to uncover contextual factors that shape the adoption and outcomes of digital technologies [79][80][81][82].…”

The role of absorptive capacity in the use of digital marketing analytics for effective marketing decisions

“…Although there is a wealth of marketing literature available that covers some aspects of digital marketing analytics, including basic definitions (Davenport and Harris 2014;Hauser 2007) and specific applications (Dykha et al 2021), there has been relatively little written about the integration of analytics with marketing strategy (Suasana et al 2022). However, interest in marketing analytics has grown rapidly since the advent of the internet and the exponential growth of available data, prompting marketers to grapple with the question of how to effectively use all these information (Vollrath and Villegas 2022).…”

“…Without being able to adopt an effective digital strategy, Brazilian retailers lose competitiveness, as a business can no longer exist without a great presence on the internet (Dykha et al 2021). According to the Resource-Advantage (R-A) Theory, companies are constantly fighting for comparative advantages.…”