Open AccessMarketing Tools for the Development and Enhance the Efficiency of E-Commerce in the Context of Digitalization
Author(s) -
Mariia Dykha,
Тетяна Устік,
Olena Yu. Krasovska,
Dmytro Pіlevych,
Zorina Shatska,
Tetiana Iankovets
Publication year - 2021
Publication title -
estudios de economía aplicada
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.123
H-Index - 6
eISSN - 1697-5731
pISSN - 1133-3197
DOI - 10.25115/eea.v39i5.5234
Subject(s) - digital marketing , banner , marketing , business , context (archaeology) , e commerce , marketing research , the internet , online advertising , business marketing , promotion (chess) , return on marketing investment , marketing mix , marketing strategy , key (lock) , advertising , computer science , world wide web , political science , paleontology , computer security , archaeology , biology , politics , law , history
The global electronic market has become so large that a successful business can no longer exist and develop outside the Internet. The article notes how digital technologies have penetrated into online business. They are being incorporated into marketing plans and daily life, and people are using digital devices instead of physical stores; digital marketing campaigns are becoming more prevalent and effective.The article discusses the main marketing tools for the development and efficiency of e-commerce in the context of global digitalization: SMM marketing, SEO, contextual and banner advertisements, communication marketing, video marketing, event marketing, remarketing.The main trends and the most influential tools of the digital age are also highlighted.The main Key Performance Indicators are given. They reflect how the actions that are taken as part of an online promotion help the company move towards achieving its e-commerce business goals.