Formation of a strategy for the development of digital marketing of a retail organization

Анотація

The purpose of the article is to study the main problems and prospects for the development of digital marketing of trade organizations. The article defines the essence of the concept of digital marketing and analyzes the main areas of its application, such as: market segmentation, influence marketing, analysis of Internet user behavior, collaboration, remarketing, advertising in games. The main tools of digital marketing and the specifics of their application are considered. For a comprehensive study of the phenomenon of digital marketing, its advantages (interaction with a wider audience; significant impact on customers, which increases the likelihood of interest in the product; the ability for the consumer to quickly review information about services and goods; globalization; targeted advertising, etc.) and disadvantages (technical complexity of working with digital tools and the shortage of employees with the necessary level of digital qualifications in the market; the need for special skills, etc.) are identified. The conclusion is made that the use of digital technologies in marketing activities opens up broad prospects for trade organizations to retain regular customers and develop long-term partnerships with them. The role of marketing strategies as a key factor in the formation of competitive advantages of retail trade is determined. It is proven that the effective use of marketing activities stimulates an increase in sales volumes, contributes to the optimal use of resources and increases the level of customer satisfaction. Thus, it is proven that the coordinated and systematic application of marketing strategies allows trade organizations to form a stable positioning in the market, increase profitability and ensure security potential.

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