Digital marketing-mix in the conditions of global technological changes

Liliia Shchaslyva
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Liliia Shchaslyva: Higher Education Institution «Academician Yuriy Bugay International Scientific and Technical University»

Economic Synergy, 2025, issue 4, 253-266

Abstract: The article is devoted to the topical issues of determining the main trends of the marketing mix in the conditions of global technological changes. Today, deep knowledge of consumers is a prerequisite for successful marketing activities and the formation of an effective marketing mix. Various models of the marketing mix are considered and the main elements of the digital marketing mix are systematized, which in the complex allow more precisely targeting the audience, personalizing offers and analyzing results in real time. The features of digital marketing communications are analyzed. The transformation of marketing mix elements is studied. It is determined that price risks in the marketing mix are potential negative consequences associated with pricing that can lead to a decrease in brand value, provoke price wars or reduce profitability. Therefore, it is important to analyze, identify, evaluate and optimize the risk measure. The article presents the types of price risks and the principles and methods of managing them. The key elements of promotion in the context of global technological changes are substantiated. The key advantages of the digital marketing mix are established: measurability, personalization and efficiency.

Keywords: digital marketing mix; global technological changes; personalization; pricing models; pricing risks; measurability; effectiveness (search for similar items in EconPapers)
JEL-codes: M31 O32 P43 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:bja:isteus:y:2025:i:4:p:253-266

DOI: 10.53920/ES-2025-4-17

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