Transformation of Marketing Tools in the Digital Economy
Posted: Tue Apr 22, 2025 6:24 am
The article is devoted to the issue of changing marketing tools in the digital economy. It is shown that the spread of online technologies and big data analytics contributes to the implementation of personalized campaigns, omnichannel strategies and revenue management models.
Describes practical algorithms for experiments in digital marketing, as well as multi-argentina phone number data channel promotion methods that allow you to expand your customer reach. The material can be useful for advertising specialists and managers who build a company's marketing policy in the modern digital environment.
Keywords : digital transformation, Big Data , omnichannel, marketing, revenue management.
Introduction
It is well known that the continuous development of computer and network technologies radically changes the methods of promoting goods and services. The penetration of mobile devices into everyday life, the growth of the social network audience and the spread of analytical tools create the preconditions for the transition to personalized advertising formats.
Companies that ignore digital transformation risk losing a significant portion of their customer base and also reducing their competitiveness.
The purpose of the article is to identify the characteristic changes in marketing tools in the context of the digital economy.
In accordance with this goal, the following tasks are solved:
To analyze modern digital promotion tools based on the consolidation of customer data.
To justify algorithms for experimental testing of marketing innovations.
Show how omnichannel interaction leads to increased loyalty and the effectiveness of advertising campaigns.
The novelty of the work consists in generalizing the research on the transition to mobile technologies and revenue management, as well as in systematizing the practices of experimental marketing in limited market segments. Typical data analysis schemes are identified and tables are proposed demonstrating the logic of multichannel promotion and step-by-step verification of innovative solutions.
Materials and methods
In preparing the article, scientific works and analytical reviews were used to provide a broad coverage of the topic.
Examples:
M. V. Andrianova [1] – features of the formation of marketing communications in the context of digitalization;
D. I. Goldybaev [2] – the role of digital marketing in management;
A. S. Gusev and T. V. Boldyreva [3] – cases of Russian enterprises and communication tools.
Describes practical algorithms for experiments in digital marketing, as well as multi-argentina phone number data channel promotion methods that allow you to expand your customer reach. The material can be useful for advertising specialists and managers who build a company's marketing policy in the modern digital environment.
Keywords : digital transformation, Big Data , omnichannel, marketing, revenue management.
Introduction
It is well known that the continuous development of computer and network technologies radically changes the methods of promoting goods and services. The penetration of mobile devices into everyday life, the growth of the social network audience and the spread of analytical tools create the preconditions for the transition to personalized advertising formats.
Companies that ignore digital transformation risk losing a significant portion of their customer base and also reducing their competitiveness.
The purpose of the article is to identify the characteristic changes in marketing tools in the context of the digital economy.
In accordance with this goal, the following tasks are solved:
To analyze modern digital promotion tools based on the consolidation of customer data.
To justify algorithms for experimental testing of marketing innovations.
Show how omnichannel interaction leads to increased loyalty and the effectiveness of advertising campaigns.
The novelty of the work consists in generalizing the research on the transition to mobile technologies and revenue management, as well as in systematizing the practices of experimental marketing in limited market segments. Typical data analysis schemes are identified and tables are proposed demonstrating the logic of multichannel promotion and step-by-step verification of innovative solutions.
Materials and methods
In preparing the article, scientific works and analytical reviews were used to provide a broad coverage of the topic.
Examples:
M. V. Andrianova [1] – features of the formation of marketing communications in the context of digitalization;
D. I. Goldybaev [2] – the role of digital marketing in management;
A. S. Gusev and T. V. Boldyreva [3] – cases of Russian enterprises and communication tools.