Open AccessDigital marketing tools: theoretical aspect
Author(s) -
N. M. Nedopalko
Publication year - 2020
Publication title -
ekonomìka, menedžment, bìznes
Language(s) - English
Resource type - Journals
ISSN - 2415-8089
DOI - 10.31673/2415-8089.2020.024349
Subject(s) - digital marketing , key (lock) , digital strategy , marketing , computer science , process (computing) , set (abstract data type) , marketing research , marketing strategy , digital media , business , digital transformation , world wide web , social media marketing , computer security , programming language , operating system
The article reveals the general features of digital marketing tools in comparison with traditional media. A set of modern digital marketing tools is presented, which makes it possible to use them selectively on a fairly narrow segment of the audience, if necessary, to increase the accuracy of segmentation to one person, that is, to carry out personal communication with the consumer. A list of key strategies of the company in the process of using digital marketing tools that helps strengthen customer relationships is proposed. It is proved that human capital and the use of digital tools by company managers are actively working to expand the boundaries of digital marketing and, ultimately, to increase company profits.