Analysis of technological innovations in digital marketing
Journal Title: Восточно-Европейский журнал передовых технологий - Year 2018, Vol 5, Issue 3
Abstract
<p class="a"><span lang="EN-US">The main technological innovations in digital marketing as a specific form of marketing under conditions of the informatization of society have been examined. It has been substantiated that the principal direction of digital marketing is the personalized attitude to users. It has been proven that the personalized relationship with a potential customer becomes the essence of marketing, the core of its effectiveness. It is shown that digital methods for processing and using information becoming the main source for improving marketing efficiency.</span></p><p class="a"><span lang="EN-US">The need for a comparative analysis of the technological innovations of digital marketing is predetermined by the fact that the scientific and technical development stimulates the emergence of a significant number of methods that have an influence on the consumer. Studying these methods makes it possible to identify their strengths when devising the marketing strategy and tactics of enterprises.</span></p><p class="a"><span lang="EN-US">The study highlighted a system of classical tools of digital marketing </span><span lang="EN-US">‒</span><span lang="EN-US"> search engine optimization, contextual advertising, social media marketing, technology of Big Data, retargeting, emailing. The essence, content, purpose, and scope of application of digital marketing tools were defined, which have emerged as a result of the latest technological innovations </span><span lang="EN-US">‒</span><span lang="EN-US"> native content, artificial intelligence, integration of marketing technologies, virtual and augmented reality, the Internet of Things, voice bots, voice, video and mobile marketing, affiliate marketing. Five strategies for the monetization of applications in mobile marketing have been identified. We have performed analysis of CPI</span><span lang="EN-US">-</span><span lang="EN-US">networks with a focus on mobile and nonmotivated user traffic. We constructed a model of interaction between counterparties and the principles of an integrated approach to affiliate marketing projects, in particular, the need to find a reasonable, substantiated compromise plan has been shown. In this case, the task on choosing the optimal variant of a project is stated as a multicriteria optimization problem. We have analyzed methods for solving this problem and provide appropriate recommendations related to the choice of the most efficient method.</span></p><p class="a"><span lang="EN-US">The significance of the results obtained is predetermined by the fact that they could form a theoretical base for improving the effectiveness of marketing activity under conditions of the informatization of society through the use of appropriate strategies for monetization, better interaction between counterparties in affiliate marketing, identification of conditions for using the advantages and disadvantages of technological innovations of digital marketing. In contract to known methods for improving the effectiveness of marketing activity, the proposed approaches provide a basis for profitable work under conditions of digital economy.</span></p>
Authors and Affiliations
Mykhailo Oklander, Tatyana Oklander, Oksana Yashkina, Irina Pedko, Maryna Chaikovska
Keywords
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- DOI 10.15587/1729-4061.2018.143956
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