Digital marketing: strategies and tools for successful online promotion

Tomashevskyi Yurii
PhD in Economics, Associate Professor of the Department of International Economic Relations and Marketing, Lviv National Environmental University, Dubliany, E-mail:tomashum@gmail.com, ORCID ID: https://orcid.org/0000-0003-4039-8271

Volodymyr Proskura
Doctor of Economics, Professor, Professor of the Department of Management and Management of Economic Processes and Тourism, Mukachevo State University, E-mail:pvf290162n@gmail.com, ORCID ID: https://orcid.org/0000-0001-5494-0039

Cite this article:

Tomashevskyi Yu., Volodymyr P. (2024) Digital marketing: strategies and tools for successful online promotion. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Tsyfrovyi marketynh: stratehii ta instrmuenty dlia uspishnoho onlain-prosuvannia; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 1-2 (314-315), pp. 154-160.

Abstract

The article discusses the concept of digital marketing and its significance for successful online business promotion. Digital marketing is a strategic approach based on the use of digital technologies and communication channels such as the Internet, social media, and mobile devices. The key components of digital marketing are considered, including content marketing, search engine optimization, search engine advertising, social media marketing, and email marketing. The issues of personalization and targeting, which allow reaching the target audience with maximum efficiency, are highlighted. Considering the increasing number of mobile devices, original and adaptive advertising campaigns, apps, and optimized content for mobile devices, strategies and tools for successful online promotion become essential components of internet and digital marketing. Digital marketing, also known as online marketing or internet marketing, encompasses a wide range of strategies and tools for promoting products and services in the digital environment, which the author analyzes for successful sales and online promotion. The author also argues that internet marketing is a set of methods for promoting products and services exclusively in the online sphere, including tools such as websites, social media, email, and content marketing. At the same time, digital marketing encompasses any marketing strategies for promoting products using not only online channels but also offline technologies, such as mobile devices, digital billboards, television advertising, and radio. Additionally, 5 reasons for the importance of digital marketing are provided. It has been proven that digital marketing serves as a crucial component of modern businesses with numerous advantages, enabling reaching a wider audience and facilitating effective interaction with customers, personalization of offerings, and engagement with the audience. Additionally, digital marketing allows for analyzing and refining strategies based on collected data, leading to increased campaign efficiency and higher conversion rates. In a world where the internet plays a pivotal role in communication and purchasing, digital marketing becomes indispensable for any company seeking to enhance its competitiveness.

Keywords

digital marketing, internet marketing, online promotion, digital technologies, content marketing, search engine optimization, search engine advertising, social media marketing.

JEL classification: М300; М310; М370; М390; DOI: https://doi.org/10.32680/2409-9260-2024-1-2-314-315-154-160

UD classification: 339.138

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