Open AccessDigital Marketing Opportunities and Paradoxes of Communications
Author(s) -
Петро Григорович Перерва,
Valerii Nikolaevich Kobieliev,
Iryna Dolyna
Publication year - 2020
Publication title -
marketing ì cifrovì tehnologìï
Language(s) - English
Resource type - Journals
eISSN - 2523-434X
pISSN - 2522-9087
DOI - 10.15276/mdt.4.4.2020.1
Subject(s) - digital marketing , business , marketing , product (mathematics) , advertising , work (physics) , process (computing) , customer base , marketing strategy , computer science , engineering , mechanical engineering , geometry , mathematics , operating system
he emergence of digital networks in human society, in marketing activities is a vital need of society to share information. Opportunities for digital marketing, digital technologies allow companies not only to meet the needs of their customers, but also to attract them to their business, while the customer receives income. The article highlights the main trends in the work of enterprises in the formation of customer experience: the consumer becomes an accomplice, co-creator of the business process; creation of cloud services opens new opportunities; the system of marketing communications allows to personalize offers to clients taking into account their interests and previous purchases. It is proved that digital transformations in marketing are characterized by some paradoxical manifestations. Among them: a large consumer base is not the basis for the right strategy; digital marketing does not reduce the time to buy; advertising not only promotes the product, but also harms it and tends to decorate the subject of advertising; anti-advertising can become advertising, etc. Keywords: digital transformations, marketing, advertising, paradox, trend, consumers, strategy, industrial enterprises