STUDY OF THE DIGITAL MARKETING FEATURES: CURRENT TRENDS AND OPTIMIZATION PROSPECTS
Abstract
In today's conditions of market competition, promoting goods and services in the Internet environment is an integral part of the business strategy of most companies. Given this, it is important to study and systematise the principles, advantages and disadvantages of using digital marketing tools to optimise the implementation of marketing strategies. The purpose of the article is to study the peculiarities of using digital marketing tools in the context of ensuring the optimisation of their use. The authors have systematised the advantages and disadvantages of using tools for SEO search engine optimisation, content marketing, SMM, contextual advertising, email marketing, video marketing, mobile marketing, and influencer marketing. Modern approaches and tools allow companies to interact effectively with the audience, increase engagement and achieve their business goals.
References
Hidayati, A., Susanti, E., Jamalong, A., Ginting, D., Suwanto, W., & Arifin, A. (2024). Marketing analytics in the era of digital-based marketing strategy. Jurnal Ilmiah Ilmu Terapan Universitas Jambi, 8(1), 61–75. DOI: https://doi.org/10.22437/jiituj.v8i1.31908
Arman, K. (2024). Assessing Digital Marketing Strategies in the Retail Sector Using Bayesian BWM and Fuzzy Topsis. In M. Oskounejad & H. Nozari (Eds.), Advanced Businesses in Industry 6.0 (pp. 104-124). IGI Global. DOI: https://doi.org/10.4018/979-8-3693-3108-8.ch008
Vynogradova, O. V., & Nedopako, N. M. (2021). Digital marketing: evolution of development in Ukraine. Economic Bulletin of the National Technical University of Ukraine "Kyiv Polytechnic Institute", (18). DOI: https://doi.org/10.20535/2307-5651.18.2021.240678
Myronov, Yu. B., Mykyta, V. A., & Svatiuk, O. R. (2021). Digital marketing of enterprises during the pandemic crisis. Bulletin of LTEU. Economic sciences, (62), 93–100. DOI: https://doi.org/10.36477/2522-1205-2021-62-13
Rosohata, A., Letunovska, N., Makerska, V. & Kropyva, V. (2021). Consumer behavior in the digital environment under the influence of the COVID-19 pandemic: the importance of the health factor and business transparency. Bulletin of the economy. 3, 98–109.
Ryabov, I. & Shevkoplyas I. (2020). Peculiarities and modern trends in the use of the digital marketing system at the enterprise. Efficient economy. 12. http://www.economy.nayka.com.ua/?op=1&z=8423
Hasbullah, N. N., Kiflee, A. K. R., Anwar, S., & Ramachandran, K. K. (2024). Mapping the trend of digital transformation in omni-channel retailing: a bibliometric analysis. Marketing and Management of Innovations, 15(1), 29–40. DOI: https://doi.org/10.21272/mmi.2024.1-03
Hrytsenko, L., & Kozhushko, I. (2023). Banking Marketing Development Trends in the Context of Digitalization. Visnyk of Sumy State University. Economy Series, 4, 53–63. DOI: https://doi.org/10.21272/1817-9215.2023.4-06
Letunovska, N. & Kazymirova, V. (2023). Using marketing techniques to promote healthy lifestyles among various segments of people. Market Infrastructure, 72, 45–50. DOI: https://doi.org/10.32782/infrastruct72-8
Oklander, M., Yashkina, O., Zlatova, I., Cicekli, I., & Letunovska, N. (2024). Digital Marketing in the Survival and Growth Strategies of Small and Medium-Sized Businesses During the War in Ukraine. Marketing and Management of Innovations, 15(1), 15–28. DOI: https://doi.org/10.21272/mmi.2024.1-02
Parkhomenko, N., Starchon, P., Vilcekova, L., & Olsavsky, F. (2024). Digitalization of Marketing as an Innovation Tool for Customers’ Evaluation. Marketing and Management of Innovations, 15(1), 120–130. DOI: https://doi.org/10.21272/mmi.2024.1-10
Pimonenko, T., Lyulyov, O., Zdoima, A., & Pimonenko, S. (2023). Marketing Strategy in Social Networks: Theoretical and Practical Basis. Visnyk of Sumy State University. Economy Series, 1, 1726. DOI: https://doi.org/10.21272/1817-9215.2023.1-02
Semenog, A. (2024). Dynamics of bank lending in Ukraine: influence of the development of digital innovations and technologies. Visnyk of Sumy State University. Economy Series, 1, 39–51. DOI: https://doi.org/10.21272/18179215.2024.1-04
Vo, T. H. G., Luong, D. B., Le, K. H. & Huynh, T. M. T. (2023). Investigating the Impact of Facebook Advertising Features on Consumer Behaviour. Marketing and Management of Innovations, 14(3), 17–25. DOI: https://doi.org/10.21272/mmi.2023.3-03
Zhuravka, O., Medvid, A. & Zhuravka, A. (2023). Current trends in insurance market digitalization. Visnyk of Sumy State University. Economy Series, 2, 24–31. DOI: https://doi.org/10.21272/1817-9215.2023.2-03
Vynogradova O. V., Nedopako N. M. Digital marketing: evolution of development in Ukraine. Economic Bulletin of the National Technical University of Ukraine "Kyiv Polytechnic Institute". 2021. № 18. DOI: https://doi.org/10.20535/2307-5651.18.2021.240678
Myronov Yu. B., Mykyta V. A., Svatiuk O. R. Digital marketing of enterprises during the pandemic crisis. Bulletin of LTEU. Economic sciences. 2021. № 62. Р. 93–100. DOI: https://doi.org/10.36477/2522-1205-2021-62-13
Rosohata A., Letunovska N., Makerska V., Kropyva V. Consumer behavior in the digital environment under the influence of the COVID-19 pandemic: the importance of the health factor and business transparency. Bulletin of the economy. 2021. № 3. Р. 98–109.
Ryabov I., Shevkoplyas I. Peculiarities and modern trends in the use of the digital marketing system at the enterprise. Efficient economy. 2020. № 12. URL: http://www.economy.nayka.com.ua/?op=1&z=8423
Arman K. Assessing Digital Marketing Strategies in the Retail Sector Using Bayesian BWM and Fuzzy Topsis. Advances in Business Information Systems and Analytics. 2024. P. 104–124. DOI: https://doi.org/10.4018/979-8-3693-3108-8.ch008
Hasbullah N. N., Kiflee A. K. R., Anwar S., Ramachandran K. K. Mapping the trend of digital transformation in omni-channel retailing: a bibliometric analysis. Marketing and Management of Innovations. 2024. Vol. 15. № 1. Р. 29–40. DOI: https://doi.org/10.21272/mmi.2024.1-03
Hidayati A., Susanti E., Jamalong A., Ginting D., Suwanto W., Arifin A. Marketing analytics in the era of digital-based marketing strategy. Jurnal Ilmiah Ilmu Terapan Universitas Jambi. 2024. Vol. 8. № 1. Р. 61–75. DOI: https://doi.org/10.22437/jiituj.v8i1.31908
Hrytsenko L., Kozhushko I. Banking Marketing Development Trends in the Context of Digitalization. Visnyk of Sumy State University. Economy Series. 2023. № 4. Р. 53–63. DOI: https://doi.org/10.21272/1817-9215.2023.4-06
Letunovska N., Kazymirova V. Using marketing techniques to promote healthy lifestyles among various segments of people. Інфраструктура ринку. 2023. № 72. С. 45–50. DOI: https://doi.org/10.32782/infrastruct72-8
Oklander M., Yashkina O., Zlatova I., Cicekli I., Letunovska N. Digital Marketing in the Survival and Growth Strategies of Small and Medium-Sized Businesses During the War in Ukraine. Marketing and Management of Innovations. 2024. Vol. 15. № 1. Р. 15–28. DOI: https://doi.org/10.21272/mmi.2024.1-02
Parkhomenko N., Starchon P., Vilcekova L., Olsavsky F. Digitalization of Marketing as an Innovation Tool for Customers’ Evaluation. Marketing and Management of Innovations. 2024. Vol. 15. № 1. Р. 120–130. DOI: https://doi.org/10.21272/mmi.2024.1-10
Pimonenko T., Lyulyov O., Zdoima A., Pimonenko S. Marketing Strategy in Social Networks: Theoretical and Practical Basis. Visnyk of Sumy State University. Economy Series. 2023. № 1. Р. 17–26. DOI: https://doi.org/10.21272/1817-9215.2023.1-02
Riabov I., Shevkoplyas I. Features and current trends in the application of digital marketing system in the enterprise. Efektyvna ekonomika, [Online]. 2020. Vol. 12. DOI: https://doi.org/10.32702/2307-2105-2020.12.93
Semenog A. Dynamics of bank lending in Ukraine: influence of the development of digital innovations and technologies. Visnyk of Sumy State University. Economy Series. 2024. № 1. Р. 39–51. DOI: https://doi.org/10.21272/18179215.2024.1-04
Vo T. H. G., Luong D. B., Le K. H., Huynh T. M. T. Investigating the Impact of Facebook Advertising Features on Consumer Behaviour. Marketing and Management of Innovations. 2023. Vol. 14. № 3. Р. 17–25. DOI: https://doi.org/10.21272/mmi.2023.3-03
Zhuravka O., Medvid A., Zhuravka A. Current trends in insurance market digitalization. Visnyk of Sumy State University. Economy Series. 2023. № 2. Р. 24–31. DOI: https://doi.org/10.21272/1817-9215.2023.2-03
This work is licensed under a Creative Commons Attribution 4.0 International License.
