DIGITALLY INFLUENCED MARKETING STRATEGY TRANSFORMATION

Анотація

It is found that digital technologies have significantly changed approaches to building an enterprise's marketing strategy. It is determined that in the traditional economy, the strategy was often based on a relatively stable environment, predictable promotion channels and a relatively slow change in consumer habits. It is substantiated that in the digital era the situation is different: the market changes much faster, new communication channels are constantly appearing, and consumer behavior becomes more complex and less predictable. conditions, the marketing strategy can no longer be rigid and unchangeable. It must be adaptive, analytical and capable of constant adjustment. Digital tools have also changed the approach to segmentation. The traditional division of the market is studied mainly by demographic or geographical characteristics, which allows companies today to work with much more precise groups. Highlighted users who viewed a specific product category but didn't make a purchase. those who open emails but do not go to the site; Those who react to videos but don't interact with text content. or those who have made a purchase in the past but haven't returned for a long time. Such detailing allows you to form more accurate strategic communication scenarios. Innovative advertising tools are proposed that increase the effectiveness of advertising, taking into account its combination with high-quality organic content, which allows you to go to the pages of brands in order to form a lively, meaningful and convincing digital space.

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