DOI: https://doi.org/10.32515/2663-1636.2024.11(44).47-55
Transformation of Marketing Strategies in the Digital Age: the Impact of Digital Technologies on Consumer Behavior
About the Authors
Olena Moroz, Associate professor, PhD in Economics (Candidate of economic sciences), Associate Professor of Business Administration, Marketing and Tourism Department, Kremenchuk Mykhailo Ostrohradskyi National University, Kremenchuk, Ukraine, ORCID: https://orcid.org/0000-0003-4383-1544, e-mail: alenamrz@gmail.com
Viktoria Korobchenko, Student of Business Administration, Marketing and Tourism department, Kremenchuk Mykhailo Ostrohradskyi National University, Kremenchuk, Ukraine, ORCID: https://orcid.org/0009-0004-0347-4268, e-mail: vkorobchenko27@gmail.com
Maksym Tonkoshkur, Student of Business Administration, Marketing and Tourism department, Kremenchuk Mykhailo Ostrohradskyi National University, Kremenchuk, Ukraine, ORCID: https://orcid.org/0009-0000-8727-2970, e-mail: feartax@gmail.com
Abstract
The article examines the impact of digitalization and digital technologies on the transformation of companies' marketing strategies. It considers the issue of changes in consumer behavior under the influence of digitalization, which necessitates the adaptation of marketing approaches to the new realities of the digital environment. The article analyses trends in digital marketing, the growing demand for personalized advertising campaigns and the use of machine learning technologies.
The relevance of this study is driven by the rapid development of digital technologies and their growing impact on all areas of life, including marketing. Changes in consumer behavior under the influence of digitalization are making traditional marketing approaches less effective, forcing companies to look for new ways to achieve their goals. An important aspect of the study is the analysis of the dynamics of digital marketing. The growing popularity of online platforms, social networks and mobile devices makes online channels a priority for communicating with the target audience. This leads to a growing demand for personalized advertising campaigns that can take into account the individual needs and interests of each consumer. The article discusses the advantages of using the latest digital marketing tools, such as Google Performance Max, which allows automating the process of creating and optimizing advertising campaigns on various platforms. The article provides an example of successful implementation of this tool by a Ukrainian company, which proves its high efficiency. The empirical data presented in the study confirms that personalized digital campaigns can significantly increase customer acquisition, conversion and ROI. This makes them a valuable tool for companies seeking to succeed in today's dynamic digital environment.
An important conclusion of the study is that in the context of digitalization, companies need to constantly monitor the latest trends in digital marketing, analyze consumer behavior in the online environment and adapt their marketing strategies in a timely manner. This will allow them to remain competitive and achieve their business goals.
Keywords
digitalization, digital marketing, marketing strategies, personalization
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References
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Citations
1. Дослідження Digital агентства Promodo. URL: https://www.promodo.ua/blog (Дата звернення: 13.04.2024).
2. Кобець Д.Л. Вплив діджиталізації на маркетингові стратегії на ринку B2С. Економіка та суспільство. Вип. 47. 2023. DOI: 10.32782/2524-0072/2023-47-46
3. Мороз О., Збираник О., Гайкова Т. Креативна реклама як інструмент цифрових маркетингових технологій. Вісник Кременчуцького національного університету імені Михайла Остроградського. Кременчук: КрНУ, 2023. Вип. 1 (138). С. 93–98.
4. Родіонов С. О. Інтернет-маркетинг в Україні: сучасні тренди та інструменти. Журнал стратегічних економічних досліджень. 2022. № 3 (8). С. 110-118.
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9. MarketingBrew. 2024 global ad spend will surpass $1 trillion: report. URL: https://www.marketingbrew.com/stories/2023/08/30/2024-global-ad-spend-will-surpass-usd1-trillion-report (Дата звернення: 08.04.2024).
10. Mitsloan. 4 visions for the future of retail. URL: https://mitsloan.mit.edu/ideas-made-to-matter/4-visions-future-retail (Дата звернення: 07.04.2024).
11. PWC. Підготовка до роботи з новим поколінням споживачів уже сьогодні: майбутнє споживчих ринків. URL: https://www.pwc.com/ua/uk/survey/2021/future-of-consumer-markets.html (Дата звернення: 07.04.2024).
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Copyright (c) 2024 Olena Moroz, Viktoria Korobchenko, Maksym Tonkoshkur
Transformation of Marketing Strategies in the Digital Age: the Impact of Digital Technologies on Consumer Behavior
About the Authors
Olena Moroz, Associate professor, PhD in Economics (Candidate of economic sciences), Associate Professor of Business Administration, Marketing and Tourism Department, Kremenchuk Mykhailo Ostrohradskyi National University, Kremenchuk, Ukraine, ORCID: https://orcid.org/0000-0003-4383-1544, e-mail: alenamrz@gmail.com
Viktoria Korobchenko, Student of Business Administration, Marketing and Tourism department, Kremenchuk Mykhailo Ostrohradskyi National University, Kremenchuk, Ukraine, ORCID: https://orcid.org/0009-0004-0347-4268, e-mail: vkorobchenko27@gmail.com
Maksym Tonkoshkur, Student of Business Administration, Marketing and Tourism department, Kremenchuk Mykhailo Ostrohradskyi National University, Kremenchuk, Ukraine, ORCID: https://orcid.org/0009-0000-8727-2970, e-mail: feartax@gmail.com
Abstract
Keywords
Full Text:
PDFReferences
1. Research of the Digital agency Promodo. (2024, April 13) https://www.promodo.ua/blog
2. Kobets, D. L. (2023). The impact of digitalization on marketing strategies in the B2C market. Ekonomika ta suspilstvo, 47. [in Ukrainian]. DOI: 10.32782/2524-0072/2023-47-46
3. Moroz, O., Zbyranyk, O., & Haikova, T. (2022). Creative advertising as a tool of digital marketing technologies. Visnyk KrNU imeni Mykhaila Ostrohradskoho, 6 (137), 93–98. [in Ukrainian]. DOI: 10.32782/1995-0519.2023.1.13
4. Rodionov, S. O. (2022). Internet marketing in Ukraine: current trends and tools. Zhurnal stratehichnykh ekonomichnykh doslidzhen, 3 (8), 110–118. [in Ukrainian].
5. Ustenko, M. O. (2019). Digitalization: the basis of enterprise competitiveness in the realities of the digital economy. Visnyk ekonomiky transportu i promyslovosti, 68, 181–192. [in Ukrainian].
6. Shmidt, E., & Koen, Dzh. (2015). The new digital world: How technologies are changing the state, business, and our lives (H. Leliv, Trans.). Lviv: Litopys. [in Ukrainian].
7. Digital 2023 October Global Statshot Report. (2024, April 9). https://datareportal.com/reports/digital-2023-october-global-statshot
8. Kumar, T. S., & Sekhar, S. C. (2019). Impact of Digital Marketing on Consumer Purchase Decision. International Journal of Innovative Technology and Exploring Engineering, 9(2S2), 453–455.
9. MarketingBrew. (2024, April 8). 2024 global ad spend will surpass $1 trillion: report. https://www.marketingbrew.com/stories/2023/08/30/2024-global-ad-spend-will-surpass-usd1-trillion-report
10. Mitsloan. (2024, April 7). 4 visions for the future of retail. https://mitsloan.mit.edu/ideas-made-to-matter/4-visions-future-retail
11. PWC. (2024, April 7). Preparing to work with a new generation of consumers today: the future of consumer markets. https://www.pwc.com/ua/uk/survey/2021/future-of-consumer-markets.html
12. Technium Social Sciences Journal. (2024, April 14). A new decade for social changes (Vol. 57/2024). https://techniumscience.com/index.php/socialsciences/article/view/10845/4211
13. Zenith. (2024, April 8). Digital advertising to exceed 60% of global adspend in 2022. https://www.zenithmedia.com/digital-advertising-to-exceed-60-of-global-adspend-in-2022/
Citations
1. Дослідження Digital агентства Promodo. URL: https://www.promodo.ua/blog (Дата звернення: 13.04.2024).
2. Кобець Д.Л. Вплив діджиталізації на маркетингові стратегії на ринку B2С. Економіка та суспільство. Вип. 47. 2023. DOI: 10.32782/2524-0072/2023-47-46
3. Мороз О., Збираник О., Гайкова Т. Креативна реклама як інструмент цифрових маркетингових технологій. Вісник Кременчуцького національного університету імені Михайла Остроградського. Кременчук: КрНУ, 2023. Вип. 1 (138). С. 93–98.
4. Родіонов С. О. Інтернет-маркетинг в Україні: сучасні тренди та інструменти. Журнал стратегічних економічних досліджень. 2022. № 3 (8). С. 110-118.
5. Устенко М.О. Діджитилізація: основа конкурентоспроможності підприємства в реаліях цифрової економіки. Вісник економіки транспорту і промисловості. 2019. № 68. С. 181–192.
6. Шмідт Е., Коен Дж. Новий цифровий світ: Як технології змінюють державу, бізнес і наше життя. Пер. з англ. Г. Лелів. Львів: Літопис, 2015. 361 с.
7. Digital 2023 October Global Statshot Report. URL: https://datareportal.com/reports/digital-2023-october-global-statshot/ (Дата звернення: 09.04.2024).
8. Kumar, T. S., & Sekhar, S. C. Impact of Digital Marketing on Consumer Purchase Decision. International Journal of Innovative Technology and Exploring Engineering. 2019. 9(2S2), 453–455.
9. MarketingBrew. 2024 global ad spend will surpass $1 trillion: report. URL: https://www.marketingbrew.com/stories/2023/08/30/2024-global-ad-spend-will-surpass-usd1-trillion-report (Дата звернення: 08.04.2024).
10. Mitsloan. 4 visions for the future of retail. URL: https://mitsloan.mit.edu/ideas-made-to-matter/4-visions-future-retail (Дата звернення: 07.04.2024).
11. PWC. Підготовка до роботи з новим поколінням споживачів уже сьогодні: майбутнє споживчих ринків. URL: https://www.pwc.com/ua/uk/survey/2021/future-of-consumer-markets.html (Дата звернення: 07.04.2024).
12. Technium Social Sciences Journal (vol. 57/2024): A new decade for social changes. URL: https://techniumscience.com/index.php/socialsciences/article/view/10845/4211 (Дата звернення: 14.04.2024).
13. Zenith. Digital advertising to exceed 60% of global adspend in 2022. URL: https://www.zenithmedia.com/digital-advertising-to-exceed-60-of-global-adspend-in-2022/ (Дата звернення: 08.04.2024).