The dissertation substantiates the theoretical and methodological provisions on the organizational and economic principles of using digital marketing and deepens the applied aspects of their improvement in the activities of commercial enterprises.
The purpose of the dissertation is to substantiate the theoretical and methodological provisions on the organizational and economic principles of using digital marketing and deepen the applied aspects of their improvement in the activities of commercial enterprises.
The object of the study is the process of improving the organizational and economic principles of using digital marketing in the activities of commercial enterprises.
The subject of the study is a set of theoretical, methodological and applied provisions regarding the organizational and economic principles of using digital marketing in the activities of commercial enterprises.
The relevance of the research topic is due to new market realities, increased competition and the active use of digital channels by modern consumers to search for goods and services. Digital marketing contributes not only to increasing sales volumes, attracting new consumers, collecting and analyzing large amounts of data on their consumer behavior, but also to retaining existing customers, quickly responding to market changes and adapting strategies in accordance with current trends and challenges.
The dissertation deepens the conceptual and categorical apparatus of economic science in terms of clarifying the content of the definition of “digital marketing”, which was substantiated on the basis of a detailed analysis of scientific approaches to considering the essence of the category “marketing”, namely, studying it as a philosophy, process, activity, system. It is proposed to consider digital marketing as a system for managing individual business processes of an entrepreneurial entity through the use of digital technologies in its marketing activities in order to meet consumer needs and implement long-term development goals of the enterprise.
In the dissertation work, the author deepened the classification of types of digital marketing channels, within which, unlike existing concepts, the following criteria for their distribution were identified: by the nature of ownership, by the type of interaction, by the level of personalization, by the degree of consumer involvement, by the scale of expenses, by time orientation, which further allowed to substantiate the relationship between the specified channels and the main digital marketing tools.
The methodological approach to assessing the effectiveness of the functioning of the digital marketing system of a commercial enterprise was improved, which, unlike the existing ones, was carried out by determining the following components: financial, digital marketing strategy, digital marketing activity management, digital technologies, external environment, assortment, organizational culture.
The work systematizes scientific provisions on specifying the types of digital marketing systems of a commercial enterprise, which were distinguished by the integral index of the efficiency of such a system, among which the following are identified: fragmentary, initial, digital marketing system under development, advanced, innovative.
The author deepened the scientific and applied aspects of applying the concept of the Agile management model in the work of the marketing service of a retail enterprise, which made it possible to specify the principles of Agile marketing, the advantages of its application and areas of use: testing advertising hypotheses in sprints, constant adaptation of the advertising strategy, the formation of cross-functional teams.
A model for managing the development of the digital marketing system of commercial enterprises in conditions of uncertainty is proposed, which identifies the management system, main components (analytical, project, practical, evaluation, and control), types of support, principles (scientificity, adaptability, customer orientation, continuity, innovation, justification, efficiency, and effectiveness), and defines the role of methods and tools that must be used in the process of targeted influence on the functioning of such a system. The above made it possible to specify the directions for improving the mechanism for managing the development of the digital marketing system of retail enterprises, to substantiate the potential results of such improvement, to describe the role of the scenario approach in the implementation of transformational processes of the marketing activities of a retail enterprise in the conditions of the digital economy and the uncertainty of the external environment.
