Marketing Technologies for the Development of Business Structures in the Context of Digital Transformation of the Ukrainian Economy

EasyChair Preprint 11813

Abstract

The article examines the essence of the digital transformation of the economy, summarizes scientific approaches to the interpretation of the definition of digital transformation, and explores the main prerequisites for organizing the transition to digital transformation of business structures. The author outlines the ways to increase the level of digitalization of business structures. The main stages of transformation of business structures in the context of digital transformation are identified. The priority instrument of digital transformation in the structure of marketing technologies for the development of business structures is allocated and characterized.  Digital marketing is defined as a priority tool for digital transformation in the structure of marketing technologies for the development of business structures, which is able not only to collect accurate and objective information about the target audience but also to track the results of brand or product promotion. A comprehensive analysis of scientific developments and research of domestic and international scholars on the understanding of digital marketing by the scientific community as a communication tool; a type of marketing activity carried out through digital channels of product promotion, digital communication that takes place both online and offline, complex promotion that covers many channels, the use of all possible forms of digital brand promotion channels, the way to promote a business using digital technologies, an integrated approach to product promotion in the digital environment, brand promotion and customer acquisition using all possible digital channels. The study summarizes the effective and efficient digital marketing tools for the management system in increasing the competitiveness of business structures.

Keyphrases: Digital Marketing, Digital Transformation, business structure, marketing technologies

@booklet{EasyChair:11813,
  author    = {Svitlana Vasylchak and Oleg Podkopaiev and Natalyia Struchok and Uliana Petrynyak},
  title     = {Marketing Technologies for the Development of Business Structures in the Context of Digital Transformation of the Ukrainian Economy},
  howpublished = {EasyChair Preprint 11813},
  year      = {EasyChair, 2024}}