INTERNET TECHNOLOGIES AND DIGITAL MARKETING IN THE STRUCTURE OF MODERN MARKETING RESEARCH
Анотація
The article analyzes in detail the conceptual provisions of the need for the development of digital technologies and analytical marketing in the system of modern marketing research. It is noted that the intensification of the spread, the total spread of Internet technologies and digital marketing requires the formation of fundamentally new strategies for dealing with the consumer or the market as a whole. The study considers Internet technologies as the most important communication tool, a source for analyzing supply or demand, forecasting the variability of market conditions, which in the future will help to make the right management decisions. The methodological achievement of the research is statistical and mathematical models that allow to assess the depth, viability and efficiency of digital channels. The results of the article are of practical importance in terms of the possibility of implementing the developed models to ensure the competitiveness of domestic enterprises and increase their level in the international digital market.
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