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Marketing Transformations in a Digital Economy: Imperatives and Obstacles
Kolomiyets G. M., Melentsova O. V., Shtuchny V. G., Suschenko N. B.

Kolomiyets, Ganna M. et al. (2019) “Marketing Transformations in a Digital Economy: Imperatives and Obstacles.” Business Inform 9:362–369.
https://doi.org/10.32983/2222-4459-2019-9-362-369

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 7

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UDC 338.28

Abstract:
The digital economy is characterized by a fundamental improvement in business processes, the emergence of new business models, due to a significant change in the behavior of economic entities. Efficient transformation of marketing as a demand management activity requires not only awareness of new trends in market changes, but also taking into account the speed of transformation in different target segments. The key in marketing transformations is the principle of derivative changes, the implementation of the latest technologies, depending on the development and application of innovations by clients, the awareness of the gradualness in expanding the transformation framework. The speed of technological change sets the pace for analysis of the digital technologies’ influence on economic processes. Global trends in the digital economy are also evident in Ukraine, but the pace of change is different. Unlike popular views, active use of the Internet, social networks, mobile devices not only reaches young audiences, but also older consumers. The Internet is increasingly becoming the main channel of business communications. A proper build-up of communication plus the possibility of constant communication with the consumer will attract the expected attention of the friendly consumer to the business. In the face of dynamic changes in the way of technology, there are limitations of the subjective order in the transformation of digital technologies into an efficient marketing tool. The consumer choice information base, which includes not only information about a product or service, but already existing consumer experience, increases significantly, and the consumer’s decision-making costs increase. The IT services industry has emerged and is gaining ground for marketing, to optimize business and customer costs, but marketers and IT professionals have different perceptions of how to prioritize it. These trends determine the imperatives and obstacles to marketing transformation in the digital economy.

Keywords: digital economy, marketing transformation, IT, Internet communications, mobile devices.

Fig.: 10. Bibl.: 22.

Kolomiyets Ganna M. – Doctor of Sciences (Economics), Professor, Professor, Department of Economic Theory and Economic Methods of Management, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Melentsova Olga V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economic Theory and Economic Methods of Management, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Shtuchny Volodimir G. – Candidate of Sciences (Economics), Associate Professor, Department of Economics and Management, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Suschenko Nikita B. – Student, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)

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