DIGITAL TRANSFORMATION IN THE COMPANY’S MARKETING ACTIVITIES

Abstract

Digital transformation, which has a significant impact on business processes, is one of the most important social and economic phenomena of our time. According to the concept of Marketing 4.0, companies strive to create platforms for interaction that ensure effective communication between traditional sellers and buyers. At the same time, Marketing 4.0 does not reject previously formed principles and scientific research, but, on the contrary, focuses on the changing role of the consumer, the nature of interaction and feedback mechanisms between market participants. The main change is the erasure of the boundaries between producers and consumers: the latter is gaining more and more influence on the market, and companies are transferring some of their functions to them, creating conditions for the joint formation of the value of products and services. This article is devoted to the analysis of the impact of digital transformation on the marketing activities of modern organizations, and also examines the changes that occur in marketing strategies, tools and business management processes under the influence of digital technologies. The main objective of the study is to study the relationship between the digital economy and marketing in small and medium businesses. In the context of the rapid development of global Internet technologies and IT solutions, marketing is becoming a key area of activity for companies, determining their growth, innovative potential and large-scale changes in business models. The article also discusses specific marketing tools and methods that are shaped by digital transformation. The results of the analysis show that modern enterprises are actively introducing digital technologies into marketing processes, although in many cases they continue to use traditional tools. IT solutions and digital platforms help strengthen customer relationships and create business value. Digital technologies have forever changed the way we do business, eliminating barriers between customers and their requests. Today, companies realize the need to adapt to these changes, since ignoring digital transformation can lead to a loss of competitive positions.