FORMATION OF A STRATEGY FOR DIGITAL TRANSFORMATION OF MARKETING ACTIVITIES OF INDUSTRIAL ENTERPRISES
Abstract
The article examines the theoretical and methodological principles of forming a strategy for the digital transformation of marketing activities of industrial enterprises. The conducted research allowed to form a comprehensive understanding of the essence of digital marketing, its importance for modern manufacturing enterprises and to substantiate the strategic directions of digital transformation of their marketing activities. The theoretical significance of the research lies in deepening the approaches to forming a strategy for the digital transformation of marketing activities and systematizing modern concepts, methods and technologies of digital marketing. The practical significance lies in developing recommendations for increasing the effectiveness of marketing activities of industrial enterprises through the implementation of digital technologies, optimization of marketing processes, building an integrated information system and increasing the effectiveness of the communication complex. The developed strategy for the digital transformation of marketing activities can be used as a basis for forming a practical program for the digitalization of the enterprise. An integrated digital marketing system of the enterprise has been formed, the core of which is the CRM system as a tool for accumulating client information, controlling the stages of transactions, segmenting consumers and forming repeat sales. The need for integrating CRM with digital communication channels, analytics tools and personalized services, in particular 3D and AR visualization of products, has been substantiated. This approach ensures the transition to a customer-oriented digital business model, in which the consumer is at the center of all marketing processes. It has been proven that omnichannel communications play a key role in digital transformation, providing a single client experience, continuity of interaction at all points of contact and consistency of marketing messages. Their implementation creates conditions for increasing conversion, reducing order processing time, forming customer loyalty and increasing repeat sales.
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