DIGITAL STRATEGY IN THE MARKETING COMPLEX

Abstract

The role of marketing in the process of informatization of society remains an active field for scientific discussions, which ultimately leads to the further development of theoretical and practical principles of marketing activities. At the same time, the digital economy creates new requirements for marketing strategies, which requires the adaptation of traditional marketing concepts to modern information conditions. Thus, the digital strategy of the enterprise has become the basis for the application of new technologies to expand business activities and ensure competitive advantages. In conditions of high competition and rapid development of digital technologies, such a strategy becomes vital for the successful functioning of the enterprise in the modern market. The main purpose of this work is to determine the features of the marketing digital strategy and determine the tools with which the enterprise's marketing complex can be improved. It is known that it is the marketing complex as a result of the enterprise's marketing program that exerts cumulative marketing pressure on the market as a set of consumers, and the digital strategy should contribute to this process as effectively as possible. The main methods in the presented work are: analysis and synthesis to determine the stages of development of the digital strategy and determine the features of the marketing digital strategy in modern technological conditions; induction and deduction methods to identify connections between the elements of the enterprise's marketing complex and the tools of the marketing digital strategy; a graphical method to visually display the presented research results. The paper examines the evolution of the concept of digital strategy, highlighting three stages with an indication of the main focus on each of them. The relationships between digital strategy and marketing are determined, as a result of which the concept of marketing digital strategy is defined. A comparative analysis of digital and marketing digital strategy is presented in terms of focus, goals, scope, tools and indicators for measurement. As a result, a systematization of elements of the marketing complex and components of marketing digital strategy is proposed, indicating the appropriate tools for application.