DIGITIZATION FUNCTIONS OF MARKETING RESOURCES AT THE ENTERPRISE IN CONDITIONS OF ECONOMIC UNCERTAINTY

Abstract

The article examines the complex of digitization functions of marketing resources in conditions of economic uncertainty, their interrelationship, and the proven direct impact of the digitization process on the efficiency of enterprise management. It is concluded that modern business structures use digital technologies as a competitive advantage in all areas of their activity: operational processes, business processes, finance, marketing and interaction with market stakeholders. On the basis of the positive correlations summarized by the authors, it can be assumed that the efforts aimed at the digitization of processes can be considered as a managerial innovation that ensures the growth of innovations and increases the efficiency of the functioning of the business structure. On the basis of a systemic approach, the authors substantiated and built a complex functionality of the process of digitization of the company’s marketing resources. In the architecture of complex functionality, the digitization process is determined by the digitization functions of marketing resources, in particular: analytical (data collection and analysis), communication (Internet advertising), sales (sales via the Internet), and the function of regulation and control (regulates and controls the digitization processes of the marketing department). The synthesis of the theory of random processes together with the systemic approach enabled the authors to define marketing resources for enterprise activities as a complete functional dynamic system with a discrete state, in which for each moment of time the economic security of the enterprise in the future depends on the current state of digitization and does not depend on how this state was reached. The prognostic and transformational probabilistic method for determining the effectiveness of digitization of marketing resources of an enterprise’s activities is proposed, which combines the potential of the enterprise’s marketing resources and the functions performed by marketing and allows for taking into account factors of the internal and external environment, the influence of which causes the emergence of risky situations that lead to unjustified losses of the enterprise. The authors have proven the effectiveness of using digital marketing tools within the scope of each marketing function to prevent the occurrence of risky situations in the company’s activities. Within the framework of the analytical function of marketing, a study of the competitive environment has been carried out, the market share of the enterprise has been recognized, an estimate of costs for marketing research has been prepared. Indicators of the communication functionality of marketing activities in the total amount of marketing expenses complement and justify its decisive influence on the general state of not only marketing, but also the entire economic activity of the enterprise. Indicators of the sales function of marketing determine the elasticity of demand for manufactured products, as well as other sales costs. The marketing functionality of regulation and control allows to analyze the relationship between the costs of ensuring the movement of goods and the received income. The markers defined by the authors of each element of the architecture of the process of digitization of the marketing business structure contribute to increasing the efficiency of evaluating the company’s activity in accordance with the main goal and purpose of the company operating in a structured market space and supporting the marketing concept of development, obtaining profit (income) and satisfying the most demanding needs of consumers.