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Liburkina L. M.

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The Relevance of Forming a Marketing Strategy in the Conditions of Digitalization
Andryushchenko O. B., Starenkov D. O.

Andryushchenko, Olena B., and Starenkov, Dmytro O. (2024) “The Relevance of Forming a Marketing Strategy in the Conditions of Digitalization.” Business Inform 6:415–422.
https://doi.org/10.32983/2222-4459-2024-6-415-422

Section: Management and Marketing

Article is written in Ukrainian
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UDC 339.138

Abstract:
The aim of this article is to theoretically substantiate the relevance of the formation of a marketing strategy in the context of digitalization. One of today’s major issues is the rapid and unpredictable changes in the digital environment. Digital transformation is accelerating, technology is constantly changing, and new platforms and channels are emerging at an astounding rate. This presents businesses with the challenge of constantly adapting to new conditions and effectively using the available tools to achieve their marketing goals. Such dynamics require marketers to constantly update their knowledge and skills, as well as flexibility and speed in managing strategies. The oversaturation of the information space creates additional difficulties for marketers. Consumers receive a huge amount of information from a variety of sources on a daily basis, making it difficult to capture their attention. In such a situation, companies must develop creative and effective communication strategies, create high-quality content and use innovative techniques to attract and retain audiences. This can include using social media, creating video content, blogging, and other activities aimed at creating unique and engaging content. As a result of the analysis of scientific sources, it is found that the evolution of marketing is a potentially promising direction based on various factors of digitalization. In today’s digital environment, companies are discovering opportunities to evolve their marketing strategies that open up new opportunities to improve customer engagement and create closer connections. Using content personalization and AI tools to analyze data allows businesses to create more customized and relevant offers for their audiences. The active use of social media and interactive formats opens up opportunities for deeper customer engagement and community building. Improvements in mobile experiences and the use of emerging technologies such as video or as virtual reality allow businesses to create more immersive and impactful interactions with their audiences. In addition, collaboration and joint development of initiatives through open collaboration creates opportunities to increase the impact and create innovative solutions in the marketing field.

Keywords: digitalization, digital skills, targeting, marketing strategy, digital transformation, digital marketing.

Fig.: 2. Tabl.: 4. Bibl.: 10.

Andryushchenko Olena B. – Candidate of Sciences (Public Administration), Associate Professor, Department of Marketing and Trade Entrepreneurship, Educational and Scientific Institute "Ukrainian Engineering and Pedagogical Academy" of V. N. Karazin Kharkov National University (16 Unіversytetska Str., Kharkіv, 61003, Ukraine)
Email: [email protected]
Starenkov Dmytro O. – Applicant, Department of Marketing and Trade Entrepreneurship, Educational and Scientific Institute "Ukrainian Engineering and Pedagogical Academy" of V. N. Karazin Kharkov National University (16 Unіversytetska Str., Kharkіv, 61003, Ukraine)
Email: [email protected]

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