THE INFLUENCE OF DIGITALIZATION ON MARKETING STRATEGIES ON THE B2C MARKET

Abstract

Today, digitalization has penetrated practically all spheres of life and activity. In the B2C market, the use of digital instruments requires special attention to the specific characteristics of different target audiences. This will allow us to respond to their requests as accurately as possible. In this case, some general approach will not suit, after all, the requests of individuals differ significantly, so mass generalizations in the conduct of marketing activity on the market В2С should not be done. The influence of digitalization on marketing activity on the market of В2С is determinated not only by features of target audiences, but the specifics of the industry. In scientific researches a lot of attention is paid to digital advertising, use of SEO, creation of marketing tools for promotion of goods and services and designing of the necessary ways of consumer behavior in the internet environment, positive impact of digitalization in the context of opening opportunities for business providers to increase revenues, attract new clients, strengthening sales channels, taking into account the stability of digital channels and their scalability, increasing the competitiveness of the enterprise, attention is paid to development of models of motivation of target audiences in the commercial area. Scientists scientifically justify social and client approaches to the formation of marketing strategy in the conditions of digitalization, analyze various digitalization marketing channels (Direct, Email, Referrals, Social, Organic search, Paid search, Display Ads). However, in modern scientific researches the influence of digitalization on marketing activity remains out of sight, to develop and implement marketing strategies of the enterprise in specific industries in the B2C market segment. This makes it necessary to consider in detail the impact of the digitalization on the construction of the marketing strategy in the commercial space of the B2C. The peculiarities of B2C market are: determinability of product purchases or service by subjective view of target audiences; orientation on potential buyers/clients; short-term sales cycle; presence of direct communication with the product consumer; significant role of SMM in making commercial choice by the target audience representatives. When building a marketing strategy in the retail commercial space on the B2C market, it should take into account its long-term orientation, focus on achieving a stable competitive advantage by understanding the needs and desires of clients. Marketing activity of the enterprise in the long-term should coincide with the main purpose of activity of the enterprise, its mission, which is the main vector of business development. The development of a marketing strategy in the conditions of digitalization should necessarily provide for the development of a real action plan as for the expansion of social media presence in order to promote goods, to join charitable, patriotic initiatives to strengthen image positions on the B2C market. It is important that any initiative should be covered in the mass media, social media, which will increase trust of target audiences to a particular brand.