Marketing Technology in the Context of Digitalization: Features and Trends in Ukraine

Tetiana Kniazieva, Rostyslav Podolskyi, Inna Arakelova, Iryna Dashko and Anastasiia Mohylova
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Tetiana Kniazieva: Department of Marketing, National Aviation University, Kyiv, Ukraine
Rostyslav Podolskyi: Department of Business Economics, Marketing аnd Economic Theory, Luhansk National Agrarian University, Ukraine
Inna Arakelova: Department of Marketing, Educational and Scientific Institute of Management, Mariupol State University, Ukraine
Iryna Dashko: Department of Personnel Management and Marketing, Zaporizhzhia National University, Ukraine
Anastasiia Mohylova: Department of Marketing and International Managementq Oles Honchar Dnipro National University, Ukraine

Economic Alternatives, 2023, issue 2, 409-423

Abstract: Advances in high technology have changed the approaches to business by shifting it to the global interactive space and transforming the marketing technology. This fact and the need to increase the competitiveness and efficiency of these enterprises make the issue under research relevant. The article aims to study marketing technology in the context of features of its development within the global interactive space and to determine priorities in this sphere for Ukraine. The leading method of the study is a systematic approach used to explain the integrity of marketing technology development in the global interactive space, distinguish the principal links between its individual elements, and examine them as part of the culture of the information society. This method also helps to study factors which influence the implementation of such technology, and outline the future possibilities of digital transformations of marketing technology. Based on the features of marketing technology development studied, we identified challenges that accompany and prevent the use of digital technologies in marketing. The priorities for the development of digital marketing technology are suggested and aimed at increasing marketing efficiency.

Keywords: digital innovations; data flow management; online/Internet economy; marketing activity; global network. (search for similar items in EconPapers)
JEL-codes: O30 (search for similar items in EconPapers)
Date: 2023
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