MARKETING STRATEGY OF THE COMPANY ON THE VIRTUAL MARKET IN THE CONDITIONS OF THE DIGITAL ECONOMY
Abstract
The purpose of the study is to expand the theoretical and methodological basis of the formation of the marketing strategy of the enterprise on virtual markets. The development of the information society and the introduction of information and communication technologies into everyday life became a catalyst for the emergence and active development of virtual markets. The transition of business to the virtual space has led to certain changes in the marketing activities of the enterprise and highlighted a number of problems, to overcome which it is proposed to use such marketing moves as personal branding, content marketing, search engine optimization, conversion optimization and marketing in social networks. Implementation of these steps is possible within the marketing strategy of the enterprise. As the most optimal marketing strategies on virtual markets, it is suggested to use the strategy of inbound marketing at the stage of attracting new potential customers; the strategy of increasing brand recognition; word-of-mouth marketing strategy; multi-channel growth strategy and others. The marketing strategy must guarantee a comprehensive approach to the offer of goods and services to the consumer in such a way as to ensure their attractiveness in comparison with competitors in all markets. In order to implement a comprehensive approach to the offer of goods in both traditional and virtual markets, the structure of the company's marketing strategy was developed, which allows combining the traditional complex of marketing with the use of modern Internet technologies for the promotion of goods in the virtual space. The authors proposed a sequence of successive steps for implementing a marketing strategy in the enterprise's activities on virtual markets. In order to obtain the maximum effect from the implementation of the strategy, it is proposed to combine all marketing resources in a single information space, which will provide technology, work space and freedom for the formation, management, involvement and implementation of the marketing strategy of the enterprise.
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