Digitalization: marketing trends and sales platforms

Rudenko Mykola
D.Sc. (Economics), Professor, Professor of department management, information technology and law, Lviv National University named after Ivan Franko, Cherkasy branch, Cherkasy, E-mail:mykola_rudenko@ukr.net, ORCID ID: https://orcid.org/0000-0002-1966-7695

Kyryliuk Yevhenii
D.Sc. (Economics), Professor, Director of the Educational-Scientific Institute of Economics and Law, Bohdan Khmelnytsky National University of Cherkasy, Cherkasy, E-mail:en_kirilyk@ukr.net, ORCID ID: https://orcid.org/0000-0001-7097-444X

Khutorna Miroslava
D.Sc. (Economics), Associate Professor, Professor of department finance and accounting, Lviv National University named after Ivan Franko, Cherkasy branch, Cherkasy, E-mail:lmiroslava7@gmail.com, ORCID ID: https://orcid.org/0000-0003-0761-3021

Cite this article:

Rudenko M., Kyryliuk Y., Khutorna M. (2022) Digitalization: marketing trends and sales platforms. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Tsyfrovizatsiia: marketynhovi trendy ta platformy realizatsii; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odessa National Economic University (ISSN 2313-4569), Odessa National Economics University, Odessa, No. 5-6 (294-295), pp. 80-87.

Abstract

The aim of the article is to analyze current marketing trends based on the study of key trends and basic sales platforms, which will identify and describe the most effective marketing tools to promote products for Ukrainian companies, taking into account domestic specifics and implementation difficulties. The results of the article. The article examines modern marketing trends and platforms for their implementation, taking into account the factors of the digitalization of the economy. The key tools of digital marketing are identified, the application of which will promote the products of domestic companies, namely: raising the company in search engines, analyzing consumer behavior, voice search, chatbots, shopping using social networks, online events, and multichannel marketing. Research has shown that digital marketing tools such as gamification, enhanced personalization, mobile site development, zero-click search, user content, and nonprofit engagement remain effective only for large, powerful multinationals due to their complexity and relative cost. implementation. Trends in the use of social networks and platforms by marketers are analyzed, so Facebook is of special value to companies in terms of sales growth by increasing traffic, LinkedIn is the best platform for generating potential customers, Instagram is used to create loyal companies, mostly YouTube users. and Twitter. The scientific novelty of the article is the grouping of key tools of digital marketing from the standpoint of opportunities for use by domestic companies, taking into account the financial feasibility and complexity of implementation. The practical significance of this work is to identify key digital marketing tools that will promote the products of domestic companies, namely: raising the company in search engines, analysis of consumer behavior, voice search, chatbots, shopping using social networks, online events, and multi-channel marketing.

Keywords

digitalization, digital marketing, digital platforms, social networks, trends, efficiency.

JEL classification: D120, M310, M370; DOI: 10.32680/2409-9260-2022-5-6-294-295-80-87

UD classification: 338.28:339.138

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