Application of Digital Marketing Tools and Methods in the Enterprise Management System

Yaroslava Larina, Kateryna Zaryvnykh and Julia Galchynska
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Yaroslava Larina: Kyiv National Economic University named after Vadym Hetman, Kyiv, Ukraine
Kateryna Zaryvnykh: Kyiv National Economic University named after Vadym Hetman, Kyiv, Ukraine
Julia Galchynska: National University of Life and Environmental Sciences of Ukraine, Kyiv, Ukraine

Oblik i finansi, 2023, issue 3, 98-106

Abstract: In recent decades, digitalization processes have had a significant impact on all spheres of social life and determined the need for digital transformation of marketing tools. Today, the choice of opportunities for optimal application of digital marketing tools and methods for effectively managing activities is relevant for enterprises. The purpose of the article is to systematize the methods, tools and techniques of digital marketing for their practical application in the management of enterprise activities. Modern methods and tools of digital marketing are classified, and the most effective methods that should be applied at each of the stages in the process of managing enterprises and promoting goods to the market are singled out. Digital marketing has been identified as using five digital channels. Digital marketing tools are proposed to be divided into three main groups: paid resources; own resources, including sites and pages in social networks; acquired resources. In managing the enterprise, one should search for the optimal ratio between these groups. Several effects that should be expected in the course of the introduction of new digital technologies in the field of marketing have been identified, in particular, the extension of relations with customers, personalization, and improvement of quality and service. Digital marketing trends that should be considered in 2023 when building a business management system are highlighted. These include artificial intelligence, conversational marketing, omnichannel, voice search optimization, and influence marketing. It was established that the successful functioning of enterprises requires a quick response to challenges and changes in the environment; accordingly, the formation of business decisions in the management system of enterprises should be based on analytical data in digital channels of interaction with consumers.

Keywords: digital marketing; digital technologies; enterprise management; personalization; methods; tools (search for similar items in EconPapers)
JEL-codes: F69 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:iaf:journl:y:2023:i:3:p:98-106

DOI: 10.33146/2307-9878-2023-3(101)-98-106

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