Сутність та еволюція digital-маркетингу

Abstract

У статті висвітлено зростаючу роль digital-маркетингу в загальному спектрі маркетингової діяльності бізнесу. Окреслено еволюційний аспект розвитку цифрового маркетингу. Проаналізовано диверсифікацію підходів до визначення поняття digital-маркетингу, а також аргументовано відмінність між digital-маркетингом та інтернет-маркетингом. Обґрунтовано, що цифровий маркетинг збагатив інтернет-маркетинг можливостями мобільного зв’язку. Акцентовано увагу на змінах у маркетинговій діяльності, які сприяють подальшому розвитку брендів. Зроблено висновки та прогнози щодо подальшого дослідження у зазначеній сфері.

This scientifi c article considers the constantly growing role of digital marketing in the overall range of business marketing activities in the modern world. The historical aspect of development and implementation of digital marketing is outlined in the fi rst part of the article. The article considers the chronology of digital marketing development from the middle of the twentieth century and specifi c transition from classic to digital marketing. The key moments that changed the specifi cs of marketing are highlighted; the information of diff erent approaches to the evolution of marketing is structured. The authors of the article analyze the diversifi cation of the approaches defi ning the concept of digital marketing by domestic and foreign scientists. It is determined that the concept of «digital marketing» should be considered as a process of promoting goods and services of the enterprise with the involvement of digital technologies, mobile devices and the Internet in the general marketing activities of the business. Besides that, the diff erence between digital marketing and Internet marketing is also described by mentioning the main instruments involved in these processes. The work supplies examples of the effi cient digital instruments which are important for brand promotion. The signifi cant emphasis is placed on changes in marketing activities that contribute to the further development of brands. In the end of the article, the authors concledu that the current stage of the market economy development in a pandemic situation, fi erce competition and global transition to online life creates new conditions in which the implementation of an eff ective promotion mechanism is an integral condition for each successful busines seeking to increase its profi ts and pace of development.