graduate student
Digital technologies are changing the landscape of modern business, and marketing, as an integral part of corporate activity, is no exception here. The purpose of this article is to determine how digital technologies have influenced the fundamental changes in the marketing environment. The study revealed that transaction costs have decreased; marketing strategies have been completely revised to adapt them to the digital reality; new forms of marketing and areas of application of its tools have emerged (for example, marketing on digital platforms); the importance of collaborative models in marketing strategies has increased over competitive models; marketing has become characterized by constant innovative renewal; the flexibility and adaptability of marketing strategies has increased; it has become possible to move towards the development of personalized offers for each individual client; the degree of consumer participation in improving the company’s marketing activities has increased; marketing budgets have been optimized; and intelligent forecasting has ensured increased marketing effectiveness in the long term.
digitalization, digital transformation, digital technologies, marketing
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